After analyzing research, data and insights regarding how people come into wealth, we recognized that for the majority of public, they experience various “windfall moments”, such as selling their house, getting a bonus, or inheriting money that contributes to their overall wealth. It’s right after these moments when our target is overwhelmed, and need a trusted partner that can help grow their money while they decide what to do next. With this in mind, we set out to develop targeted advertisements that connected with people experiencing these “windfall moments” by communicating how the CIBC HISA is a flexible account that is able to move with you as you go through life.