When lowest isn’t good enough.Posted by Brooke
I go to the farmers market every week. It’s something we are lucky to do year-round in Hawaii (insert rub-it-in smile here). Like many shoppers, we love to buy local, fresh organic produce and I’ve noticed recently that more and more farmers these days are selling organic, and the quality is great across the board. So how do I choose which farmer to buy from? Well, since prices are so similar and I didn’t personally know any of the farmers, I chose the one with the really nice display – the wooden shelving, kale waving proudly from woven baskets, red tomatoes stacked neatly, and a beautiful sign.
I went with the one that got my attention.
Getting creative in a world of steep competition is important for survival. Stand out. Engage. Be memorable. Or disappear among the clutter and have your delicious, organic kale wilt with the rest of ’em.
That was our challenge during one of the most competitively low mortgage seasons Winnipeg has had in a long time. Banks and Credit Unions were dropping digits down to new lows and the advertising was all looking the same – low rate plus copy, plus logo. Assiniboine Credit Union had a great rate, but we couldn’t just hang our hat on the rate alone, we needed to get creative about it.
We drew on a simple on-brand headline “Our Lowest Rate Mortgage” that allowed for all kinds of ideas to flow along the lines of ‘lowest’. The print ad that appeared in the Winnipeg Free Press for example allowed us to play with literally dropping the rate through a made-up article. It was a simple idea but met our mission to stand out amongst the other ads. Even if you were skimming ads and only reading articles, it caught attention.
The buzz about the ad ran the gamut from memorable enough to make a comment, confused enough to call the press to let them know there was something wrong with the ad, to even a little disgruntled over the intentionally illegible article. That reader buzz in-turn fueled a WFP article on low rate mortgages that referred to Assiniboine Credit Union’s Lowest Rate Mortgage.
The point here, people were talking, the ad stood out.
The great thing about my choice in the farmer with the pretty sign, wooden stands and meticulously placed produce? She was as good as she advertised – friendly, fresh food, local and the best part? She remembers my name. The same line can be drawn to ACU – despite creative and engaging advertising, they deliver on their promise and create loyal customers.