Sydney Credit Union generous with ‘free hugs’
October 30, 2008
Sydney Credit Union recently relaunched as SCU and rolled out a new brand theme, “More Generous Banking.”
To celebrate the launch, SCU sent out street teams across Sydney conducting “Random Acts Of Generosity” including giving out free coffees, free massages and — no joke — free hugs.
As part of the overhaul, SCU streamlined its product lineup and unveiled what it describes as a more “user-friendly website,” two moves it hopes will appeal to younger consumers.
In addition to being generous with java, rubs and hugs, the credit union outlines a few other ways in which it is “generous” at its website:
- Being more generous with our time
We’re happy to spend as much time with you as you would like in order to share what we know with you and help you to make the right decisions. - Being more generous with our money
You can always expect great rates from us and low (or no) fees and charges. And better than that. We’ll always look at the total deal you are being offered and do everything we can to make it as generous as possible for you.
SCU isn’t the only financial institution using the venerated piggy bank icon. BNZ, a bank in New Zealand, has built their entire campaign around them.
In an interview, Adam Milbank, marketing manager of SCU said, “We’ve got a modern and fresh new look that we believe will appeal more to the younger generations. Although it’s hard to compete with the big banks on advertising budget we have a strong brand and a great proposition that’s a little more fun and little more friendly.”
PR agency One Green Bean was appointed to support the brand refresh and new website, which was developed by design group Blue Marlin.
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Filed Under: Branding
Tags: Australia, BNZ, credit union, piggy bank, Sydney
October 30th, 2008 at 9:29 pm
I’m not sure if its old in America, but the free hugs thing is a bit old here in Australia.
(http://en.wikipedia.org/wiki/Free_Hugs_Campaign)
Almost every second week you see kids walking around with free hugs signs.
I thought all of those other ideas were really cool though… street teams with free coffee and massages is an awesome idea. I guess, to me, the free hugs idea isn’t as fresh.
October 31st, 2008 at 7:47 am
Hi James,
In my research for this article, I saw the “Free Hugs” movement was big in Australia. I’ve never heard of it here in America. It’s a nice idea, but taken to extremes, I can see how it could get a little old.
November 10th, 2008 at 9:07 pm
Very belated response – been away for a week and a bit – but that’s pretty much it. I think if a CU in America went out with a carbon copy of the campaign, it’d be fantastic.
And hey, people on the street who encountered the street teams probably thought it was fantastic to. I think a lot of it comes down to me being a CU marketer and always being really excited about fresh things, and conversely, always being really unstoked on the not so imaginative.