CREDIT UNIONS perception change
(MARKETING STAR GOLD AWARD WINNER)
THE CHALLENGE
Not only did we have to raise awareness of credit unions as a viable alternative to loan sharks, payday loan schemes and high street banks; we had to change attitudes and tackle the misperceptions about who credit unions serve, and encourage action without alienating current members. All against the back-drop of a noisy marketplace, competing with big names investing big budgets in advertising.
STRATEGY
Evidence suggested a clear discomfort with the status quo. The time was right to make these values shine through. Time to put people first.
INTERGRATED EXECUTION
RESULTING IN
