Vancity - Leveraging the brand

To increase market share Vancity, Canada’s largest credit union, launched a two-pronged campaign to leverage the brand and increase customer awareness.
Agency: TBWA\Vancouver

Vancity – Leveraging the brand

Winner: Services Financial - Silver

EXECUTIVE SUMMARY

Business Results Period (Consecutive Months): January 1, 2005 to December 31, 2005

Start of Advertising/Communication Effort: First Quarter 2005

Base Period for Comparison: January 1, 2004 to December 31, 2004

Few industries are as bound by convention as banks - pre-occupied with advertising “me too” products rather than building their brands. It's little wonder that consumers see little difference between their offerings.

Then there's Vancity. It's a credit union, with an enviable reputation in British Columbia (B.C.). The problem and opportunity was that people were...

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