Meridian Credit Union Mortgage Campaign 2012

We delivered results that exceeded Meridian’s campaign goals by a significant margin.

Objective

When Meridian tasked us to lead both strategy and creative for its 2012 mortgage campaign, the objective was clear: increase mortgage sales for the credit union via both existing and potential members.

With its target audience spread out across the highly competitive Southern Ontario markets, and having the big banks among other credit unions as competitors, standing out wasn’t just an option for Meridian. It was a must.

Strategy

After building and purchasing a solid media plan, we presented our concept, “A better rate to lighten up your mortgage” and “Smile. A better mortgage rate with all the bells and whistles.” The creative was fun and whimsical, and drove home our primary USP – Meridian’s low mortgage rate.

As an integrated campaign, creative deliverables included TV, radio, newsprint, OOH, in-branch and digital advertising, as well as website updates that involved all design, copywriting, application development and execution.

Outcome

In the end, the creative had a unique appeal, strong message and delivered results that exceeded Meridian’s campaign goals by a significant margin.