Camden helps RTOERO (formerly Retired Teachers of Ontario) tame the elephant in the room
TV ad kicks off 2021 marketing campaign aimed at widening membership pool
Toronto, September 8, 2021 – A client’s unwieldy acronym has inspired the Toronto office of indie agency Camden to create a tongue-in-cheek ad campaign for RTOERO, the organization formerly known as Retired Teachers of Ontario. The TV ad that kicks off the campaign was produced entirely in-house at Camden and is also slated to reach its target audience on digital platforms
RTOERO’s campaign strategy is to attract Canadians who are from the education community at large and who may live outside of Ontario. The member-owned organization aims to communicate the benefits of membership to retirees and to people who have not yet reached retirement age.
Camden’s creative insight was to take a light-hearted approach to the uncomfortable reality that the organization’s six-letter bilingual acronym can be a hurdle to understanding RTOERO’s mission. The resulting TV ad hits the funny bone as well as its intended audience:
“My colleagues and I knew we were facing a tough challenge to communicate our offer as clearly as possible and in an engaging manner to current and potential members,” commented Sylvia Link, Director, Marketing and Communications, RTOERO. “There was an obvious disconnect between our legacy name and our actual mandate, but Camden managed to find a counter-intuitive way to leverage this disconnect and produce a fantastic creative concept.”
All media strategy and buying were handled by Camden’s Toronto media hub. The television ad will be broadcast on connected TV platforms, shown on YouTube as a pre-roll ad, and appear as paid advertising on social networks such as Facebook. Other marcom initiatives will be launched over the next few months as part of this campaign.
RTOERO is a bilingual trusted voice on healthy, active living in the retirement journey for the broader education community. With 81,000+ members in 51 districts across Canada, RTOERO is the largest national provider of non-profit group health benefits for education retirees. It welcomes members who work in or are retired from the early years, schools and school boards, post-secondary and any other capacity in education.
Client: Sylvia Link, Danielle Norris
Creative director: Thomas Magny
Account director: Jeanne Kirouac
Media director: Camille Poulin
Media planner: Brooke Verbeek, Joshua Daniell
Campaign manager: Pratik Mistry
Account coordinator: Paola Mejia
Copywriter: Susannah Rubin
Art director: Fin Christoforidis
3D designer: Clement Bomboy
Graphic designer: Camille Llena
Film director: Jordan Probst