• CCUA

  • Financial Services
    Awareness Campaign

  • Financial Services
  • Digital, Social, Video

BACKGROUND

Fifteen large credit unions joined forces with Interac to develop mobile payment technology for adoption and rollout across Canada.
CCUA - Video Storyboard & Squib

CHALLENGE

Develop a multi-channel launch campaign with enough creative character to break through in the hyper-competitive financial institutions category while remaining simple enough to be easily tailored by any of 300 credit unions across the country.
CCUA - Posters

APPROACH & SOLUTION

Focusing on millennials, the group most likely to adopt new tech, we leveraged their existing and intimate relationship with mobile. The campaign line — Life’s tricky, paying shouldn’t be — recognized that Mobile Pay wasn’t a must-have and instead positioned it as an obvious complement to a busy life. Slice-of-life creative scenarios set up Mobile Pay to save the day and positioned credit unions as the hero solution provider.

RESULTS

We built out a comprehensive marketing tool kit containing multiple executions in video, transit, out-of-home, digital, social, print and in-branch. Twelve credit unions have launched the campaign from Ontario through B.C. with plans underway for many more. While results are measured by individual credit union, video views in the first two months of the campaign surpassed 1,000,000.