Credit ReUnion

Financial institution comms had become generic, sterile advertising that cast banks as the hero, ‘allowing’ successful loan applicants to live fuller and richer lives. Social reaction suggested this rang hollow.

So we decided to do something a little unusual in the sector - unashamedly tell the truth. If we were honest about our issue and acknowledge the reason why, we’d be given an opportunity to make the pitch for why our members should come back.

To break inertia and position ourselves as a completely different entity to our competitors, we needed to ensure that our tone felt completely different – humorous and as personal as possible - to wrap tactical messaging in a softer brand tone, and break from category norms.

'The Credit ReUnion'. We knew that 18-35 years old were most likely to take on debt, and also least likely to be currently active credit union members. So our creative, media and connection strategies reflected this.

We launched 'The Credit ReUnion' platform – an open invitation to inactive members to re-engage with their local branch, and embrace all that made credit unions unique in the financial sector.

It began with a nationwide campaign to find and bring back one long-dormant member named Dan, before inviting the nation to reunite with their local credit union.

But we didn’t stop there. During the week-long search outdoor ads began appearing up and down the country along with local guerrilla posters, complete with a hotline number anyone with information on Dan could call.