Coast Capital’s brand and advertising has traditionally focused on free chequing. While this approach was very effective at driving retail member growth, it also created brand perceptions that limited our ability to grow our wealth, small business, and commercial divisions. With ambitious plans for future growth, we knew that we needed to correct these perceptions, quickly. In 2020, Coast Capital set out to evolve our brand, and build our reputation as a financial service provider equipped to support the end-to-end needs of retail banking and business members.
Informed by the new reality of the COVID-19 pandemic, we launched our campaign titled Trusted Advice from August – November 2020 that took a deeply human creative approach featuring members directly discussing the real financial anxieties that Canadians were facing.
The campaign takeaway was clear and credible: Coast Capital offers genuine care and advice that is meaningfully different then the big banks. Honest, relatable, and member-centric, the approach worked hard to differentiate from the inundation of corporate COVID brand messages that appeared in 2020, while also evolving perceptions of the Coast Capital brand.
Our core strategic thought was that now more than ever, Canadians required trusted advice when making financial decisions. Canadian’s do not need a bank. They need a genuine partner. A partner backed by experience and expertise. A partner who puts its members, not their shareholders, first. That partner was Coast Capital.
The campaign took an integrated marketing approach to cost effectively reach a large percentage of our target segments across BC, and prioritized video within our mix to create an impactful, emotional connection with our audience. TV, radio, out of home, digital, and PR also supported the campaign. In parallel to developing the campaign, we refreshed our visual identity to modernize our brand and create further distinction in the BC market.
With a strong consumer insight, impactful and distinct creative idea, and disciplined media execution, the campaign resonated with both members and non-members, significantly improving our brand perception metrics to over 2X our target scores. In addition, the campaign far surpassed tactical benchmarks for both digital and public relations. Perhaps most importantly however, the campaign received incredible feedback from our employees, who during the pandemic have become front line workers helping our members manage their financial futures.