CCUA

 

OBJECTIVE:

Increase awareness and conversion with a younger, urban non-credit union users. 

METHODOLOGY:

User experience, ethnography, reports, Stats Canada, surveys, interviews, journals

AUDIENCE:

Up-and-comers, living life to the fullest and life builders and planners.

THINKING:

Millennials and Gen X don’t have a preference for any FIs because they believe FI’s don’t understand what they need and are only looking to profit from customers. 

IDEA:

Rally millennials and Gen Xers to take a stand for their finances and join a credit union – a financial institution that works for them to give them the life they want. 

HOW IT COMES TO LIFE: 
  • Product innovation through strategic partnership with tech companies to build customizable dashboard/app with information, news feed, updates, suggestions, trends, alerts relevant to specific user.

  • Personal financial advisor bot – text any question at any time and get answers immediately

  • Experiential campaign – machine that looks like an ATM in places where they’re spending but gives you financial advice or myth busts banks and Credit unions instead.

MEASUREMENT FRAMEWORK:

Lead generation, conversion, retention, net promoter score.

 

 

Miami Ad School Planning and Strategy bootcamp team project.