Conexus Challenges Customers to Take a Fresh Look at Financial Institutions

Conexus Credit Union (Conexus) has launched one of its most ambitious campaigns ever to promote their diverse range of products. Research conducted internally highlighted that people were aware of Conexus for basic savings and loans, but unaware of the wider range of other financial solutions they offered.

“This year, we wanted to showcase how Conexus can support our members by focusing on the key moments in their lives when they typically engage with a financial institution,” explains Courtney Rink, director, growth marketing at Conexus.

When you’re fighting for awareness against deep-pocketed major banks, you have to do things a little differently. In this case, that meant adapting an ‘always on’ campaign model and a video-heavy media plan; both a significant change for the 88-year-old credit union.

“With an always on approach, we can have a consistent presence in our market, while layering in additional messages to promote certain products when they’re top of mind for consumers,” Courtney says.

Conexus’s creative agency, Full Punch, noticed a lot of the work in the banking category simply listed the different financial products on offer. “Banks talk about banking,” explains creative director Kyle Darbyson. “We wanted to talk about life.”

The resulting campaign, ‘Different Perspective’ looks beyond things like mortgages, chequing accounts and TFSAs and instead focuses on the key moments they enable.

The videos start with an individual in a dark liminal space lit only by 3D letters of typical banking words hovering above. As they walk through the scene, the changing perspective of the camera reveals a different word hovering above them - RESP becomes DREAMS. MORTGAGES turns into MILESTONES and BANKING becomes LIVING. And it’s not just the word that’s changed. Our heroes are transported into a warm, inviting environment that brings these moments to life.

Static executions used the bold 3D lettering from the videos as a connective device, with headlines showing what banking actually empowers; “To some, it’s an RESP. To kids, it’s a chance to be anything.” Contextual messages in hockey rinks suggested parents not think of it as a TFSA, but instead as ‘next season’s hockey gear.’

Full Punch partnered with Play Creative, a Regina-based production company for the project. “Conexus is focused on improving the lives of people in Saskatchewan, so it was important that we collaborated with local talent,” explains Kyle. Media planning and buying was handled by Epitaph Group.

This campaign is currently in market and will run through December, across all different platforms including digital, OOH, arenas, YouTube, and connected TV.