‘MORTGAGE MALAISE' CAMPAIGN SCORES MAJOR COVERAGE

When the Real Estate and Mortgage Institute of Canada (REMIC) needed to launch a bold brand awareness story in national media, Pointman came back with a solid plan to make the pitch truly newsworthy to the maximum possible number of Canadian media outlets.
First, we leveraged an online polling tool to ask 1000 random Canadians 15 news-creating questions about their mortgages (and their actual understanding of how mortgages work.) Surprisingly, many Canadians didn’t know the current rate of their mortgage or what their mortgage would be if the prime rate were raised.
We also uncovered that more than one in three Canadians were unhappy with their current mortgage deal. We coined this term ‘Mortgage Malaise’, and a killer pitch was unleashed on Canadian media.
The irresistible (and alliterative) turn of phrase and timely survey results proved irresistible to news media across the country, and major media coverage came in with a bang.
Coverage highlights included The Financial Post, Yahoo Canada, CP24, MSN.com, CTV Ottawa, CTV Montreal, CTV Newsnet, CTV Atlantic, CFAX, CTV News Winnipeg, and BNN.
In total, a whopping 155 news stories were generated for the campaign