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December 2006 - Strategy Magazine
Creative

Credit union surpasses large print to capture 55+

by Annette Bourdeau
page 20

Who wouldn't want an over-sized wallet, brimming with extra cash?

New Westminster, B.C.-based Westminster Savings Credit Union is betting its sight gag, a man eclipsed by his oversized wallet, will get noticed. It's the focal point of the bank's latest campaign to push savings accounts, which includes print, OOH, POP, radio, online and guerrilla executions (featuring a street team out and about purchasing items with money from the big wallet).

"Our theme is 'Grow something big,' and we thought most people can relate to money in the wallet," says Wayne McKay, Westminster's VP marketing. "In our business, you need to stand out in a crowded marketplace. Rates and products aren't all that different."

All efforts drive consumers to the microsite, www.growsomethingbig.com, where users can watch footage of the guerrilla efforts and navigate the site with the oversized wallet.

The campaign's primary target is the 55+ crowd that tends to have more money to stash away. "The older audience right now is quite inclined to use technology. Older people also have more time to look," says McKay, explaining why an older-skewing campaign centres on an interactive component.

The campaign, developed by Vancouver-based Spring Advertising, is running across B.C.'s Lower Mainland.

client: Wayne McKay, VP marketing; Jennifer Cassidy-Smith, advertising and promotions officer, Westminster Savings Credit Union

agency: Spring Advertising

CD: Rob Schlyecher

AD: James Filbry

client services director: Richard Bergin

account co-ordinator: Mandy Hurford

Interactive director: Trevor Carr

PR/promotions: Caroline Stokes, VP; Clare Hamilton-Eddy, account executive, Chocolate Communications

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