Capitalizing on Valentine’s Day, Prospera Credit Union has launched a print campaign asking people to break up with their bank.
The campaign by Identica Branding and Design of Vancouver appeared in newspapers around the province and shows “Hank” a cracked piggy bank with the caption “She broke up with me.” The call to action is “Break up with your bank. It’s time to Prosper.”
“The idea is that we are talking about breaking up with your bank, and Valentine’s Day seems to be an interesting day to talk about reconsidering relationships,” says Bruce Howell, president and CEO of the Abbotsford, B.C.-based credit union. “We are encouraging people who might not be happy with their current relationship with their bank to consider an alternative.”
Jennifer Gerald, account manager at Identica, says Hank was a way to get the credit union’s message out while still taking the “high road.”
“It had to be true to Prospera’s personality, which is really fun and edgy and different, so Hank was the answer,” she says. “Through his voice and his experiences he articulates perfectly to the audience all of his relationship shortcomings.”
Member surveys show that 93% of Prospera customers believe that the credit union meets or exceeds their service expectations, and Howell says Prospera wanted to take a humorous approach to convey this message to non members between 35 and 45.
The budget for the launch phase of the campaign is $275,000 and Prospera is looking to take the concept into outdoor, radio and online applications.
