Most people who could benefit from the services of a notary aren’t even aware of it. Our strategy for this campaign was to use everyday situations and subjects discussed on TV to illustrate how the services of a notary can be a good idea. We wanted to use these situations as springboards for additional discussion by showing TV audiences related content that could increase the impact of the message.
To really drive the message home, we had to use examples from real life, in real time. We needed a way to react immediately to topics that could be related in some way to notaries. We decided to leverage the huge popularity of the TV show Tout le monde en parle, but with a major twist: at the start of each commercial break, we would draw a link between notaries and the topics that had just been discussed on the program to provide instant context and positioning for our message. The spots featured Pierre Légaré, who’s been the Chambre des notaires spokesperson for over a decade. They consisted of his thoughts and impressions of the topics that had just been discussed on the program. Using a touch of humour, he offered possible solutions that involved the services of a notary.
