first calgary financial
First Calgary Financial is a credit union - the members are owners, and shareholders. Members have access to all banking services, share in the profits, and have a say in how FCF is governed through elections for the Board of Directors (all member-owners too). Clearly identifying members in all advertising was mandatory.
After the introduction of the new "No Fees for Me Account", to overcome any doubts we ran the "It's True" campaign, where members revealed intimate truths about themselves and reinforced the message that First Calgary Financial's new product was a free, unlimited chequing account without any hidden conditions.
TVC - No Fees for Me Account - Lie Detector.
Online banners.
Results: In the first 90 days after the product launch, over 7,000 No Fees for Me Accounts were opened, including over 1,000 by new members. While these are very positive initial results, the campaign was planned to be sustained and extended over multiple flights and years, so there is every reason to expect that there will be much more reason to celebrate in the future.
The Celebration theme of the initial introduction carried through all of the other elements of the campaign: online banners tricked out with iconic party imagery and flashing lights, a rich media-enabled Weather Network domination where visitors could celebrate by playing instruments, and in-branch decorations. The party even extended to the street, where the ‘No Fees for Me Celebration Team’ visited transit stations, the zoo, and science park paying people’s transit ticket, parking, and admission fees. The Celebration Team’s activities were documented on Facebook and Twitter, using the hashtag ‘#nofeesforme’.
Weather Network webpage domination.