Who: Prospera Credit Union, with PS DDB, Upshot Studios for production (Eric Yealland directing), GGRP for sound, and Elevator Strategy for media planning and buying.
What: “Local Banking Means More,” the first integrated campaign for Prospera Credit Union since its January 2020 merger with Westminster Savings. That merger created the fourth largest credit union in British Columbia, with more than 120,000 members and $9 billion in assets under management.
When & Where: The masterbrand campaign broke Oct. 4 and runs until the end of the year in the 26 B.C. markets with a Prospera branch. Media channels include online video and display, social, radio, TSAs and in-branch posters. It also marks the debut of a new brand identity developed by PS DDB’s branding and design arm, PS Brand (more below).
Why: This is a foundational campaign marking the introduction of the new Prospera brand, said PS DDB vice-president, creative director Katie Ainsworth.
It’s an awareness and customer acquisition play that portrays Prospera as more human and invested in its customers and the communities it serves. The goal is to drive people to discover more about the expert advice and the range of services Prospera provides, including personal banking, business banking, mortgages and wealth planning.
How: The new campaign is in line with a wave of recent advertising attempting to humanize Canada’s financial services companies. It is anchored by two 30-second video spots, “Approval Party” and “Your Name,” both of which use light-hearted humour to demonstrate Prospera’s strong local roots.
“Approval Party,” features a Prospera employee approving a couple for one of its offerings, accompanied by flashing sign reading “Approved,” colourful confetti, and a man who does a gymnastic tumble into the frame, only to be mildly chastised by his co-worker for coming in a little late.
In “Your Name,” Prospera employees enthusiastically greet every customer by name who comes through the door, including someone with the unwieldy handle Edward Reginald Winkleberry Hemsworth Nelson III, accompanied by the super “Local means we know your name.”
“It’s been such a heavy couple of years and we just wanted to keep it joyful,” said Ainsworth of the creative approach. “We want you to know right from the first experience you have with Prospera that this is going to be different and a bit more human.” Out-of-home and radio ads employ a similarly light-hearted approach, but are doing a little more heavy lifting in terms of communicating product benefits, said Ainsworth.
The brand identity: The Prospera rebrand is highlighted by what PS Brand describes as a weave icon that can be utilized across multiple platforms. The visual identity symbolizes how Prospera is fully “woven” into the fabric of the communities it serves, and invested in seeing them succeed.
And we quote:“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. 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.” — Kirsten McElgunn, vice-president, marketing and member engagement, Prospera