Affinity was unable to distinguish itself from other financial institutions through existing marketing activities resulting in missed opportunities during the purchasing decision cycle, as consumers did not consider Affinity an option. Messaging focused on the aspects of Affinity’s value proposition representing what people are missing from the banks: remarkable member experience, trust and transparency, the co-operative model and our contribution to the local economy. The messaging has an overtly challenger and entertaining personality which differentiated our brand from others in the financial marketplace. All static creative featured bold green and blue backgrounds with white lettering and Affinity’s ‘Unbank Yourself’ logo. The boldness coupled with the simplicity of the design created striking images with videos were created to reinforce the difference and to create the notion there is a better way to bank. The campaign resulted in significant movement of awareness metrics.
