Assiniboine Credit Union Brand Campaign

CHALLENGE
Differentiate Assiniboine Credit Union (ACU) in a saturated financial services sector, and promote membership.

INSIGHT
The campaign spread the word that membership with ACU was bigger than just banking, by showing the reach and impact of ACU’s involvement in and support of the local community. The campaign featured real members and was shot at local organizations supported by ACU at the time, with a rallying cry to choose local.  

RESULTS
Pre- and post-campaign surveys of Winnipeggers showed that ACU’s perception as a “locally-based” credit union grew from 3% to 14% as a result of the campaign.