One night every spring, the who’s who of Canadian credit union elite gathers for the industry’s annual gala to honor the best creative marketing work from the past year. Judges from the Marketing Association for Credit Unions (MACU) evaluated hundreds of entries before finally selecting this year’s winners. Here are some of The Financial Brand’s favorites.
Coast Capital Savings – ‘Monster Shredder’
Paying bills can be stressful, and worrying about money can make it extra scary. Coast Capital Savings invited the public to submit terrifying bills via Facebook, where “George the Monster.” would shred it to bits and have Coast Capital pay it off for good. In just a couple weeks, over 5,400 people entered and 30 lucky winners had their bills shred. The credit union posted numerous updates on its Facebook page.
Central 1 Credit Union – ‘Ding Free’
Credit unions in B.C. had used the ding free tagline successfully for a number of years to promote surcharge-free ATM access with their credit union members. In 2012, credit unions across the country voted to roll the awareness campaign out nationally.
( Read More: Troubles With Canada’s Credit Union System …Is the US Next? )
Newfoundland & Labrador Credit Union – Insurance Launch
Lakeland Credit Union – New Website
Sunova Credit Union – $14 Membership Card
( Read More: Canadians Less Satisfied With Their Banks )
Credit Unions of B.C. – ‘Pocketbook Rehab’
To promote engagement between young people and Credit Unions of BC, the Pocketbook Rehab promotion was launched where users could call their Facebook friends out on their cash issues by nominating them for a $10,000 financial intervention. Nominees were given badges that highlighted their specific cash issue (ex. “Mega Mooch”, “Spontaneous Shopper”) and through online voting, one winner was awarded $10,000 to put towards responsible stuff like investments, loan payments, and overdue bills.
Teachers Credit Union – Brand Identity Makeover
This teachers’ credit union retooled its brand identity with an obvious educational theme, using flash cards as the primary visual hook.
Sunova Credit Union launched an 8’ by 4’ helium balloon at the home of the Selkirk Steelers hockey team. The blimp dropped prizes on fans in the stadium, including “limited edition hockey cards” bearing the credit union’s mascot, Takoda the dog. The marketing tool was part of a sponsorship package at Selkirk Steelers regular season home games.
( Read More: Peek Inside: Sunova Credit Union’s Marketing Department )
Newfoundland & Labrador Credit Union – Rearview Mirror
To promote auto loans, the credit union installed this rearview mirror at eye level on its in-branch ATMs.
Synergy Credit Union ‘Summer of Swag’
Synergy gave away free popsicles, sunglasses and other tchotchkes from its roving Van of Swag — branded bright orange.