Rethink
 |
Solo Mobile •
1-800-GOT-JUNK? •
BC Lions •
Coast Capital Savings Future Shop |
Coast Capital Savings
Awareness of Coast Capital Savings’ free chequing account was reasonably high, but many consumers (both members and non-members) thought the service was either a time-limited promotion or had strings attached. Rethink’s challenge was to convince skeptical customers that the product was the real deal. Simply repeating its attributes would not be enough, so the agency opted to play up the credit union’s reputation for honesty and irreverence.
The first element of the campaign was a TV spot featuring a customer grilling a CCS teller about the perceived loopholes in the product. In the end, to make the point that “It’s all free at Coast Capital,” the customers ran away with everything not bolted down in the branch.
Next was a revamp of the website, which was redesigned to mirror the credit union’s just-launched “open” branch concept, a move away from the velvet ropes and lineups found in most banks in favour of a circular design. In the centre is a “greeter” who meets each customer and then directs them to the appropriate person. Similarly on the website’s opening page is an “online greeter” named Julie who answers questions, gives a brief explanation of the product, then directs the user to more detailed information.
The TV spot doubled the proven recall for any other Coast Capital TV execution, helping push brand awareness to 89%, a 27% jump over 2003 when the first CCS spot was broadcast. The website was also a hit, attracting 61% more visits than the old site as well as generating strong PR.
Television
 CCS TV Free Chequing |
Out Of Home
 CCS Aperio Branch Design |
Website
 CCS Website |