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Project Overview
Two beloved Credit Unions, both of whom cater to people often tagged with the word boomer, merge and decide to rebrand. New focus? The elusive, never-heard-this-descriptor-before – Millennials and GenZ’s. The folks who tend to not trust financial institutions, avoid contact with strangers and detest being categorized or labeled. (Yeah, we mean smart people.)
Their ask? Create a Teaser Campaign for the name reveal: Skyla Credit Union. Then serve up some brand spots that embrace a new product line and attitude.
Our ask? Channel the people we’re talking to, instead of the people in the CSuite.
How’d we do it? Interviewed the people in restaurants and local coffee shops. Hung out in lobbies of financial nature, until the security guards had enough of our free coffee. Called friends of friends in the age group. Studied their transcripts and threw our favorite quotes on the wall. Voila, there’s some scripts.
