Assiniboine Credit Union (ACU) was looking to grow their membership while maintaining their #1 top of mind awareness position for credit unions. With a saturated financial services sector, it was getting harder for ACU to stand out with their differentiated brand position as a good corporate citizen. ACU has the goods to back up their claims; it was more a matter of saying it stronger and louder, while offering more clarity about who they are. The time was right to position ACU as the local choice, with the community experiencing a renewed sense of civic pride.
The campaign concept “I live, I choose, local” became a rally cry for locals, a movement close to home. By choosing to bank at ACU, your membership means something bigger than just banking. The campaign focuses on the benefits of choosing local, benefits that align with ACU's areas of focus and feed directly back into the local community. The television spot and ads feature scenes shot at actual local organizations that ACU supports – like the St. Norbert Farmer’s Market and West End Cultural Centre. A crisp clean design highlights the local seal designed specifically for the campaign, which can be used as buttons, stickers and a visual reminder of ACU’s local commitment.