CHIP Home Income Plan Launches New Branding Initiative

Share Article

Less than three months after appointing new agency McDonnell Haynes Integrated Communications Partners, CHIP (Canadian Home Income Plan) launched a comprehensive new rebranding effort today. Built around the theme of "Wouldn't it be niceÂ?," the integrated repositioning is being communicated through two new brand response TV spots, numerous pieces of consumer collateral, materials for financial professionals, salesforce tools, public relations, as well as a fresh logo and corporate identity.

It was a busy summer where we were literally joined at the hip in true partnership fashion with our agency McDonnell Haynes. It has been a positive working relationship resulting in fresh creative executions that build on the strength of our core business. It's amazing that we accomplished this massive integrated restaging of our brand inside of three months.

Less than three months after appointing new agency McDonnell Haynes Integrated Communications Partners, CHIP (Canadian Home Income Plan) launched a comprehensive new rebranding effort today. Built around the theme of "Wouldn't it be nice™", the integrated repositioning is being communicated through two new brand response TV spots, numerous pieces of consumer collateral, materials for financial professionals, salesforce tools, public relations, as well as a fresh logo and corporate identity.

The rebranding exercise supports CHIP's efforts to educate the public that a CHIP Home Income Plan is a simple and sensible financial solution that enables homeowners age 62 and older to unlock the equity they have built up in their homes and turn it into tax-free cash. Without having to sell their homes, homeowners can receive from $20,000 to $500,000 and do not have to make any payments for as long as they live in their home. Seniors maintain ownership and control of their homes while being able to enjoy all the benefits of having converted some of its value into cash.

"Our goal is to become even more customer-centric so we re-evaluated our entire approach to the business," commented Greg Bandler, CHIP Senior Vice President of Sales & Marketing. "It was a busy summer where we were literally joined at the hip in true partnership fashion with our agency McDonnell Haynes. It has been a positive working relationship resulting in fresh creative executions that build on the strength of our core business. It's amazing that we accomplished this massive integrated restaging of our brand inside of three months."

With a CHIP Home Income Plan, people are free to use the money in any way they wish. CHIP cites numerous examples of how savvy homeowners have leveraged the equity in their homes in imaginative ways to purchase future retirement or income properties or to make investments that generate additional cash flow. Homeowners also use the funds to pay off debts, renovate their homes or improve the quality of life for themselves or their families.

Homeowners always retain ownership of their homes and can live there for as long as they wish. In a healthy real estate market, the appreciation of a home generally exceeds the interest rate costs so the equity is not significantly eroded and there is still home value left for the homeowner's heirs. CHIP has found that 99 out of a 100 homeowners have money left over after repayment. And on average, the amount remaining is 50% of the value of the home when it is sold. Importantly, when the homeowner does decide to sell or move out, the loan amount to be paid back to CHIP can never exceed the fair market value of the home.

"CHIP Home Income Plan is a great product that represents a sensible financial solution for seniors," said Marylou Hilliard, Executive Vice President, McDonnell Haynes. "There are so many heartwarming stories of how CHIP has enhanced peoples' lives by allowing them to turn the equity in their homes into cash they can use and enjoy now."

"From the initial research, to strategic positioning, through to the creative development of all the elements to launch an entirely new corporate look and feel, it was a bit of whirlwind," remarked Phil Haynes, McDonnell Haynes Creative Director. "We literally touched every aspect of their marketing mix and we're extremely pleased with the results and the partnership we have with this visionary client."

About CHIP

Founded in 1986, the Canadian Home Income Plan Corporation (CHIP) is the only national financial services company in Canada exclusively dedicated to providing financial solutions for individuals age 62 and older. CHIP Home Income Plans are available through most of the national chartered banks in Canada, credit unions, mortgage brokers, investment and financial planning firms, or directly from CHIP. Currently CHIP has a portfolio of more than $0.5 billion in Home Income Plans secured by approximately $1.4 billion in residential real estate.

About McDonnell Haynes Integrated Communications Partners

McDonnell Haynes Integrated Communications Partners is one of the leading, independent marketing communications companies in Canada. Founded in 1986, the agency specializes in brand management and prides itself on taking an integrated, media-neutral approach to message creation. The agency is also recognized for its innovative Maximized Collateral Marketing™ process. The three simple principles of "Look deeper, aim higher and work harder" define the agency's approach for developing creatively-compelling, results-generating solutions for a wide range of clients including TD Bank Financial Group, Schneiders, Michelina's, TARION Warranty Corporation, Toronto Transit Commission, Shade-O-Matic, ACE Bakery and George Brown College.

For more information, contact:

Greg Bandler

Senior Vice President, Sales & Marketing

Canadian Home Income Plan Corporation

T: 416-413-4676

M: 416-427-2133

[email protected]

Marylou Hilliard

Executive Vice President

McDonnell Haynes Integrated Communications Partners

T: 416-467-8068 ext. 226

[email protected]

# # #

Share article on social media or email:

View article via:

Pdf Print

Contact Author

Chris Larsen
MCDONNELL HAYNES LIMITED
4164670040
Email >