CUA, challenged us to increase their home loan applications and make their brand more visible in the highly competitive market.
We started with research that told us people felt unimportant – invisible. Based on this insight we launched a creative campaign with the concept ‘people matter’. We focused on the notion that most banks make people feel invisible but not at CUA. From this creative start point we developed a high-impact, multi-channel strategy that brought CUA’s target customers into contact with the campaign.
The National campaign built stronger CUA brand recognition and helped them hit their highest mortgage application rate in 5 years. Subsequently this campaign was adopted nationally.