IG launches CBC series to show the impact of community support

"The Dream Team" features entrepreneurs across Canada getting financial advice in pursuit of their goals.

IG Wealth Management launched a new original, paid content series on CBC Gem to show how financial literacy can help people and communities across Canada.

“The Dream Team” is made up of five episodes in English and three in French, each between 16 and 22 minutes in length, streaming nationally on Gem and on the French ICI TOU.TV service.

The series follows the entrepreneurial journeys of eight promising Canadians from various backgrounds as they are offered strategic advice from their personal “Dream Team” of business and financial professionals. Among that team are Manjit Minhas, a Canadian entrepreneur known for appearances on Dragon’s Den and financial blogger Alyssa Davies for the English episodes, with Anne Marcotte, a Quebec producer and entrepreneur, and radio personality Isabelle Racicot for the French episodes. It also features IG Wealth Management’s own Marissa Teeter, Alana Riley, and Carl Thibeault.

IG will be following up on the entrepreneurs throughout 2022 to provide “where are they now” updates with new content in the future.

The series is drawing attention to IG Empower Your Tomorrow, a community program through which the wealth management company welcomes over 300 workshop participants to help them improve their financial confidence and reach personal and professional goals. In particular, the series is showing how the program is making a difference in the lives of Indigenous peoples, newcomers to Canada, seniors and youth.

Court Elliott, VP of corporate communications, sponsorship and community engagement at IG Wealth Management, says the draw of working with CBC instead of simply promoting the series through other digital channels was the opportunity to use the reach of CBC Gem to connect with Canadians nationally. From a brand perspective, Elliott adds that the CBC also has a similar legacy and place of trust as the 90-year-old IG.

IG is also running 30-second spots on CBC/SRC broadcast TV for all of November and digital promotion throughout the month on CBC, CBC Gem, SRC, Radio-Canada, ICI TOU.TV in addition to social media, run of site display ads, and a CBC digital page takeover.

The relationship between IG and CBC was brokered by media agency OMD. Mosaic was the creative agency on the campaign, with Toast producing the series and North Strategic handling PR.