Richmond Savings Image Campaign

Kerrie Couttie

In 1991, Richmond Savings developed an aggressive 10 year plan calling for membership and asset base to more than double by 2001 and for the company's unaided awareness to reach 25% against the existing benchmark of 5%.
Agency: Palmer Jarvis CommunicationsAuthor: Kerrie Couttie

Richmond Savings Image Campaign

EXECUTIVE SUMMARY

Money is serious business. This case shows how humour can take deadly aim with spectacular results.

Richmond Savings is Canada’s third largest credit union, and in 1991 the company developed an aggressive 10 year plan. It called for the membership and asset base to more than double by 2001; and for the company’s unaided awareness to reach 25% vs. the existing benchmark of 5%. This would be easier said than done. Research showed that:

  • Credit unions were generally seen as inferior to banks....

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