Cundari is the new agency of record for Meridian, Ontario’s largest credit union, and has kicked off the win with a campaign spoofing a James Bond flick to stand out against traditional bank advertising.
The fall campaign features a few creepy-looking characters talking about the credit union’s high-interest savings accounts.
The spot, now airing on national television, was inspired by a scene from the movie Dr. Strangelove, which features a super villain plotting to take over the world.
“It’s a different approach from where [Meridian has] been in the past,” says Jenn Steinmann, executive vice-president, managing director at Cundari. “We think the client is quite brave in its choice – to help drive awareness of the brand in such a cluttered category.”
The Toronto-based agency has been awarded a multi-year contract to partner with Meridian for all of its integrated marketing communications. Cundari Media Trust, launched in April, will plan and buy all media. The ads will also show across digital and social media.
Steinmann says the agency has embraced the opportunity to work with a client with aggressive growth plans in the highly competitive financial services market.
“We love the Meridian brand and what it represents,” Steinmann says. “It really appeals to our sensibility as an independent, customer centric agency and we are thrilled to partner with such an authentic brand with exciting growth plans.”
Cundari says it will help “shape and bring to life” Meridian’s unique brand story.
“While the creative is light-hearted and humorous, we think that the message will resonate with consumers who want to earn more on their savings, without having to worry about complicated terms and restrictions,” Jennifer Rowe, Meridian’s chief marketing officer, said in a statement.
Cundari was also recently named AOR for the Art Gallery of Ontario and has been on hiring spree in recent months as a result of new business wins.
Cundari beefed up its creative team with five new hires including Jonathan Smith as group creative director. It also appointed Angie Kramer to the newly created role of vice-president, digital and innovation.
Earlier this year, Cundari founder, chairman and CEO Aldo Cundari released a book called, Customer-Centric Marketing: Build Relationships, Create Advocates, and Influence Your Customers, which offers advice for marketers trying to make sense of the consumer-brand dynamics in the digital age.
