Coast Capital Savings Credit Union

B.C.-based Coast Capital Savings, Canada’s second-largest credit union, wanted to communicate its mortgage product.

Rethink’s challenge was to name the product in a simple, friendly way and then to bring the product to life in the quirky, humorous Coast voice.

Research confirmed that mortgages make people feel like they are no longer in control of their money. But Coast Capital’s mortgage puts the consumer in charge, with a rate that sits between fixed and variable and flexible payments. So it was called the “You’re the Boss Mortgage.”

The campaign was launched on TV, in print, online and in-branch. A social media contest was created called “You’re the Boss of this Contest.” Entrants revealed what they wanted to be the boss of in their homes and were entered to win $2,000 towards their dreams.

In two months, Coast Capital Savings exceeded its 2010 mortgage lending targets by over 500%. The annual 2011 targets were met and exceeded by the mid-year point, causing the targets to be reset for even more ambitious growth by year’s end.

IPSOS ASI ad diagnostics showed high response rate to the TV spots, averaged at 24%. And in social media, 6,147 new fans were added, for a 487% increase.