THE challenge

Northern Credit Union is a financial institution with branches exclusively in Northern Ontario. They were having difficulty retaining existing members, as well as attracting new ones.

THE STRATEGY

Northerners plain don’t like the big city. By keeping their money in the North, they could be investing back into their communities, instead of seeing their money go elsewhere.

THE SOLUTION

Northern Credit Union’s tag line – “True North Strong” – taps into the insight of just how proud people feel about being from the North. For the campaign launch, we expanded upon this insight with messaging that only true Northerners could appreciate. It let existing and future members know that Northern Credit Union gets you, because unlike other big financial institutions, they’re from the North too.

Brand Website

As a part of the campaign launch, we created an entirely new brand website, including sections targeted towards local businesses and education for member’s financial futures.

TRUE NORTH ADVENTURE GAME

An app was developed where users could go an Adventure in the North, travelling a path by answering questions specifically related to Northerners. Each month, Northern Credit Union donated $5,000 to the top 5 charities of the best 10 players.

LOYALTY APP

Northern Credit Union members get rewarded for their loyalty to the brand, and for their dedicated patronage. Through the Loyalty Rewards App, we gave the members the opportunity ​to be rewarded the more they engaged with their accounts.