Let's bank on
We repositioned a dated credit union image into one that clearly resonated with millennials.
In quantitative testing 80% of the desired millennial audience liked, or liked very much, the foundation of “Let’s bank on each other.” And 82% of current members agreed. 77% of the younger audience indicated that they would investigate and consider A+ for their financial needs based on the “Let’s bank on each other” content. 72% of current members agreed. 97% of the new target audience found the headlines in the campaign to be motivating to learn more about A+ and 98% of current members agreed.
Let’s bank on each other.
An arguably counter-intuitive message from a credit union, but we saw it as a brand promise A+ was especially built to deliver. After all, what’s more co-op than counting on one another?
Most consumers think of CUs as friendlier but less accessible, understandable, comprehensive and convenient than a bank. We highlighted A+’s local ease of doing business, while re-positioning their ‘teacher’s co-op’ origin story into a modern common sense approach to financial guidance. From there we re-branded an approachable, capable credit union that gets what people need financially.