Local Banking Means More in Prospera Credit Union's Fun Campaign

To introduce the brand platform and communicate the benefits of community-based banking, Prospera Credit Union has launched its first integrated awareness campaign in British Columbia. Developed by PS DDB, the new campaign shares stories of why local banking is a valuable attribute for a financial institution.

After merging with Westminster Savings in 2020, making it the fourth-largest credit union in British Columbia, Prospera engaged PS Brand to develop a fresh, eye-catching brand that would position them as the primary financial institution of choice in the market. Prospera first revealed its new identity system, logo and brand promise — Local Banking Means More — to their employees and members earlier this year. The new weave icon found in the logo serves as the foundation for a variety of bold patterns that the brand can use across any visual platform. The weave icon also symbolizes how Prospera is fully “woven” into the communities they serve and how they are invested in seeing them succeed.

“When it comes to banking, most people feel like they’re being treated like a number or that the banks aren’t looking out for their best interests,” says Kirsten McElgunn, vice-president, marketing and member engagement, Prospera. “Prospera understands that each member is different, and as such, our team truly takes the time to get to know them and deliver personalized banking solutions to help them reach their goals.”

The new campaign includes two fun films Approval Party and Your Name, as well as display, social, radio, transit shelter advertising and in-branch posters. The campaign creative drives people to discover more about the expert advice and the range of services Prospera provides, including personal banking, business banking, mortgages and wealth planning.

“The brand promise gave us permission to project a friendly, playful tone of voice,” says Katie Ainsworth, VP creative director, PS DDB. “Local is a friend or a neighbour. It’s someone you know. And that familiarity — that sense of community — allows us to tell completely different stories than other banks.”

The new campaign launched on October 4, 2021 and runs until the end of the year in select BC markets where Prospera branches are located. Elevator Strategy is responsible for media planning and buying.