OBJECTIVES
To launch the Simply Free Account and communicate that it is a best-in-class account. Promote knowledge of its benefits, and increase new member acquisition by driving consumers to Island Savings branches. Secure 1,500 new members.
STRATEGY
Bank service charges are a primary pain point for todays price sensitive consumers. Many banks offer “free” accounts requiring minimum balances and other strings that do not make them truly free. In 2015, Island Savings launched The Simply Free Account, Vancouver Island’s first and only free chequing account with no monthly fees or service charges.
We designed online display ads that expanded and contracted with an animated weight, inviting consumers to click through to break away from fees. Potential new members were also targeted with a direct mail campaign, radio, transit, posters and print advertisements with the intention of connecting with the busy target market in their day-to-day interactions.
