THE CHALLENGE
Oregon Community Credit Union was ready to launch FreeTunes: a first of its kind rewards-based checking account, with free ATM use and music downloads. Designed for a younger, college-aged audience typically penalized for poor financial management, the product needed to be marketed in a manner that would gain trust, reinforce the "Nice. Remarkably nice." brand and create lifelong memberships in the process.
THE APPROACH
Brainstorm ways to reach the target demo. Brainstorm product names. Brainstorm how we can bring it all to life. Using the demographic research as a launching pad, HMH jumped in and started processing ideas. We wanted to capture the experience of college. The freedom of campus life. The ability to express individuality through music. No doubt the creative had to be non-traditional, fun, eye catching, infused with photography and texture—and real—all at the same time. We also knew this audience wanted free stuff. So we gave it to them.
THE WORK
Using a mix of traditional and interactive vehicles supported by University of Oregon campus and in-branch experiences, HMH created a campaign that was interactive in every sense of the word. We ran rich media expandable online ad banners, small flyer ads on Facebook, website banners on daily publications in Eugene, water closet ads and in-branch posters and brochures. But we didn't stop there. We created a buzz-generating promotion where Oregon Community staff hosted a two-day party for students, parents and faculty during UofO Week of Welcome. Select staff and students wore "text-to-win" t-shirts to promote a daily iPhone giveaway. The lawn party was complete with secure, on-site account sign up, and tons of free stuff ranging from more than 1,000 lunches and free ice cream to Frisbees, water bottles and t-shirts.
THE RESULTS
Oregon Community made many new friends and opened 267 new member accounts during the five days of campus activity. The exposure and presence on campus also increased other product sales and led to the opening of 198 Remarkable Checking accounts during this time. Lines were literally out the door at downtown and campus branches, far exceeding projections of 30 new accounts per day during the event.
View Oregon Community Credit Union 'Nice. Remarkably nice' branding case study
