Vancity wanted to increase membership among 19- to 24-year-olds. This hard-to-reach group typically banked where their parents opened their first account for them. They didn’t give much thought to changing and, if they did, they didn’t see any real differences between financial institutions.
Vancity’s free chequing account would cover their rational banking needs, including convenience and no fees, but we wanted to address their emotional needs too. Knowing that environmental issues were important to them, we created a digital campaign that acknowledged and echoed their values, while demonstrating how they could make their banking matter with Vancity.
The campaign was a success. Our message received strong engagement across channels and surpassed Vancity’s goal for new account sign-ups among this younger audience.