When KOHO partnered with the NBA for the 2024 Playoffs and Finals, the fintech brand saw an opportunity to reach a broader Canadian audience. It engaged Ways & Means to develop a campaign that could introduce its value proposition in a culturally relevant way.
The strategic starting point was simple: people routinely seek expert support for their health, fitness, and mental well-being, yet are often left to navigate their finances alone. The team built on that insight with Coach KOHO—a campaign positioning the brand as the financial coach Canadians never knew they needed.
Felipe and the team developed a suite of assets anchored by a broadcast :30, directed by Eva Michon and filmed in Toronto. The campaign extended the Coach KOHO character across TikTok, social content, and still photography, bringing the coaching metaphor to life across the full media plan.
The work gave KOHO a clear, approachable role within the NBA Playoffs conversation while introducing the brand to an audience beyond its core customer base.
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The strategic starting point was simple: people routinely seek expert support for their health, fitness, and mental well-being, yet are often left to navigate their finances alone. The team built on that insight with Coach KOHO—a campaign positioning the brand as the financial coach Canadians never knew they needed.
Felipe and the team developed a suite of assets anchored by a broadcast :30, directed by Eva Michon and filmed in Toronto. The campaign extended the Coach KOHO character across TikTok, social content, and still photography, bringing the coaching metaphor to life across the full media plan.
The work gave KOHO a clear, approachable role within the NBA Playoffs conversation while introducing the brand to an audience beyond its core customer base.
