Coast Capital Savings

Surrey, B.C.-based Coast Capital Savings, Canada’s second-largest credit union, had run campaigns promoting its no-fees account since 2005, stressing how it was the first of its kind in Canada. Over that time, over 100,000 new accounts were opened. But research showed that this approach was starting to have diminishing returns. In order to match the results from years past, they needed to reframe the problem to encourage dissatisfied bank customers to switch.

Focus group research showed that even though most people say they hate banking fees, they’re often resigned to paying them. To jolt bank customers out of their complacency, Rethink created “I love fees,” a fully integrated campaign. Taking visual inspiration from cheesy stock photography, Rethink created a ridiculous world where a couple could describe paying bank fees as their “special time” together.

TV kicked off the campaign with a series of ads that parodied typical bank customer testimonials, with people talking about how much they actually love banking fees. The closer pointed out that “Nobody really likes paying fees. So stop paying them with the Free Chequing, Free Debit and More Account.”

Print, OOH and online banners drove to the Ilovefees.ca microsite, where you could calculate how many fees you were actually paying, and see the grand total of fees paid by all Canadians. You could order “I love fees” merchandise, and even upload your own “I love fees” video. There was also a link to the main CCS website, where Rethink created special content including an interactive greeter.

On the street, a media stunt featuring a giant, six-ft-high greeting card allowed customers to write a personal “congratulations” note to the big banks for charging them so many fees.  

Account activations were strong after only 22 weeks in market. CCS has had its best year ever for brand linkage in print – a whopping 62%. And after eight weeks in market, prompted recall of the TV campaign sat at a healthy 44%.