Banking that challenges the status quo required the development and execution of a digital strategy that did the same. To change the perception of credit unions for consumers we started by changing our client’s expectations of digital’s role in partnership with traditional awareness. In order to reach a younger audience, and educate on the benefits of a different kind of banking, more than thirty Ontario Credit Unions engaged in a massive awareness campaign: the Co-operative Banking movement.

 

We developed a digital ecosystem that complimented mass media tactics with an eye to education and conversion. Like banking with a credit union, all interactions in digital were meant to be easy, approachable and focused on you. Centred around a microsite, and supported with online advertising, animated videos and social media content, we looked to turn awareness into action. What happens when you challenge old thinking? You set new industry benchmarks. In the first 4 months over 13% of visitors to the microsite clicked through to a credit union in their area, becoming the newest wave of the Co-operative Baking movement.