MCAP is Canada's largest, independent mortgage financing company with over 1,500 employees and 400,000+ residential homeowners across Canada.
A critical channel of new mortgage originations come from over 5,000, independent mortgage brokers. Our objective was to engage brokers by demonstrating how MCAP empowers their business to succeed.
The solution was to develop a creative platform which embodied the many reasons why brokers trust MCAP. A highly targeted B2B campaign launched in 2021 and included video, social and trade print and digital display advertising. Each month, a new video episode launched, featuring a new MCAP personality who defines what Blue Culture means to them, their role at MCAP and demonstrate not what they do, but rather how they each empower broker's success.
The Blue Culture Campaign continues to evolve with new MCAP personalities launching each month. The response of the campaign among brokers has been tremendous and equally noticed among MCAP employees and industry partners.
The complete video interviews and personality blogs can be viewed here: mcapblue.com
Credits: Frank Casera – Strategy & Creative Development, Eden Robbins – Director, Emmet Koudis – DOP & Editor, Karen Fogel – Senior Director, Marketing & Communications, MCAP, Patricia Zhou – Marketing & Communications Specialist, MCAP, Haley McLachlan – Marketing & Communications Lead, MCAP