\fThink of these six effects as feeets that came together to melts up a uni ue consumer respense to a brand message. The effects are holistic in the sense that theyr lead to an impression? er integrated perception. he seats at Impact Medal a F'eerem \fAnalyze the CIBC lMC campaign using the Brand Communication Model [Fig 5.2, page 125, or see below in this document}. Describe and explain howr this campaign applied and leveraged this communication model. Refer to the Facets Modef of Effects (Fig. 5.4 page 131. or see below in this document], to determine the key brand messages {objectivel's} of ClBC's Campaign Effectiveness. Analyze the effectiveness of the campaign message and determine the goal that the message is trying to accomplish. in this six-factor model, which consumer responses were triggered? Explain and rationalize your answer. Segmentation strategies enable a company to match Customer needs and wants with its productsfservices. Which approach or combination of approaches is used in ClBC's IfIlC campaign? (Fig. 14 page 19?, or below in this document] Remember to justify your answer. Target Audience Prole: Referring to the campaign summarize a 'vivid' description of CIBC's target Consumer highlighting characteristics emphasizing valuesI lifestyle, behaviour. Evidence of secondary research is required {page 163}. The summary must be in your own words. Brand purpose: With the launch of this campaign. how has CIBC's message evolved over time? [refer to the links below and review historical campaigns and messaging]. Hint: Consider: Brand purpose. Positioning, inclusivity, Diversity. Sensitivity \f"What we came back with was that every Canadian. no matter their age or where they are in the country, has an ambition big or small.\" says Forbes. "They want their bank to be part of helping those ambitions become reality.\" That research led to retraining of CIBC employees that empowered them to help clients realize their ambitions, as well as planning for the rebranding that is now rolling out. But then the pandemic hit and delayed those plans. However. the bank saw the pandemic consumer insight as an opportunity \"to put our purpose to the test when Canadians needed us most,\" says Forbes. "We were very much about our new brand purpose in how we reacted with care, urgency and commitment,\" he explains. And those efforts led to the bank winning plaudits for customer satisfaction that \"gave us confidence we were on the right track." The Integrated Marketing Communication campaign includes a significant investment 'MuitiChannellMultivPlatform to deliver our communication on W, digital media and DGH, as well as directwto-client communications \"we have emails going out to six million Canadians," Forbes says. The bank is aiming to reach 95% of all Canadians over the next six weeks. CIEC has also refreshed all of its digital assets and 1.vill be rebranding its physical assets including banking centres and debit and credit cards. In total, there are 1.5% advertising assets and email triggers involved in the \"very extensive and inclusive plan." Forbes says. \"This brand is more than a logo, it's about the soul of who we are,\" he explains. "We've spent a year getting the team ready to deliver on this commitment.\" CIEC redoubled its efforts coming out of the pandemic because it believes \"ambitions are stronger than ever." says Forbes. "Whether it be seeing family and friends again through travel, owning a home, investing for the future or retiring now, i think the pandemic has made people rethink vvhat they value and what is meaningful for them," he says. "Our new brand lines up so well with 1.Ivhat they value and what has crystallized for them through the pandemic.\" The effort involved CIBC's internal team and several other agencies, including Lippincott, for logo and brand design, Juniper Park'rTBWA for advertising, Mediacom on media, Performance Arts on CHM. and Fuse on experiential. \f\f\f\f