Credit Unions of BC Looks Online for Next Generation of Members

Noise Digital to lead online strategy for credit union cooperative advertising program

Vancouver, BC; March 23, 2010 – Central 1 Credit Union, the central financial facility and trade association for the B.C. and Ontario credit union systems, has engaged Noise Digital as its digital agency of record for the Cooperative Advertising Program for the Credit Unions of BC.

The agency has been tasked with building awareness of the credit union brand amongst 18 to 29-year-olds in British Columbia. Noise won the account after a competitive bid process that began before Christmas.

“This is an exciting assignment for us because the Credit Unions of BC are interested in exploring how Digital can anchor their overall marketing direction, not just sit at the fringe,” says Mark Nishiguchi, Managing Partner, Noise Digital. “Given the target audience, it makes complete sense to focus the strategy online.”

While BC credit unions have a solid membership base of 1.7 million – more than 1 in 3 British Columbians – research has shown that many in the next generation of potential members are unaware of credit unions and how they differ from banks. The long-term goal of the program is to educate this target market on the benefits of credit unions and grow the membership base. Many in the target audience share the values of the credit union system: honesty, community, trust and loyalty.

“We were looking for a partner who had demonstrated success in delivering a digital strategy to this market,” says Martin Reed, Director, Marketing & Creative Services, Central 1. “What pleased us about Noise is that they really challenged our idea of what Digital could be and they are stretching us in a new direction.”

The agency’s first assignment will be a fall marketing campaign. While still in the early stages of development, the campaign will focus on a new community program and will likely include social media, OOH, and a variety of online and offline activation tactics. The campaign will include new TV spots created by Wasserman + Partners Advertising.