When KOHO partnered with the NBA to sponsor the 2024 Playoffs and Finals, the fintech brand saw an opportunity to expand their market and introduce themselves to a broader audience. They enlisted Ways & Means to develop a campaign that would communicate their value propositions and brand pillars to this particular demographic.
The strategic approach was inspired by a positioning insight the brand had identified: contemporary Canadians have access to support and expertise for most important aspects of their lives—doctors for their health, gym classes for fitness, therapists for their minds—but when it comes to finances, they're left to figure it out on their own. The team took this insight and ran with it to create Coach KOHO.
The concept positioned KOHO as the financial coach Canadians never knew they needed. Just as athletes rely on coaches to elevate their game, everyday Canadians could rely on KOHO to guide their financial decisions with the same level of personalized support and expertise.
The team scripted a suite of deliverables anchored by a hero broadcast :30, for which they enlisted director Eva Michon and shot in Toronto. They expanded on the Coach KOHO character in assets for TikTok and other social channels, as well as still photography that brought the coaching metaphor to life across touchpoints.
The campaign resonated strongly with NBA audiences throughout the playoffs, helping KOHO establish a foothold with a demographic that had previously been outside their core user base.
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The strategic approach was inspired by a positioning insight the brand had identified: contemporary Canadians have access to support and expertise for most important aspects of their lives—doctors for their health, gym classes for fitness, therapists for their minds—but when it comes to finances, they're left to figure it out on their own. The team took this insight and ran with it to create Coach KOHO.
The concept positioned KOHO as the financial coach Canadians never knew they needed. Just as athletes rely on coaches to elevate their game, everyday Canadians could rely on KOHO to guide their financial decisions with the same level of personalized support and expertise.
The team scripted a suite of deliverables anchored by a hero broadcast :30, for which they enlisted director Eva Michon and shot in Toronto. They expanded on the Coach KOHO character in assets for TikTok and other social channels, as well as still photography that brought the coaching metaphor to life across touchpoints.
The campaign resonated strongly with NBA audiences throughout the playoffs, helping KOHO establish a foothold with a demographic that had previously been outside their core user base.
