Lawrie Ferguson
The Vancouver, BC-based credit union which makes no bones about its aspirations to become Canada’s first national credit union, has won over large numbers of customers with its humorous advertising campaigns built around its ‘Free Chequing’ pledge.
Coast Capital customers avoid paying transaction service fees through this innovative service.
Lawrie Ferguson, senior vice president of marketing for the credit union, said the company was extremely honoured to be recognized for a creative strategy that defies the myth that banking and humour don’t make good bedfellows.
“We want to be different when it comes to offering value to our customers and we also want to be different in our marketing,” Ferguson said.
“Our approach worked because we believe simple is better, and in a rather conservative industry, we were not afraid to take risks through the use of sometimes irreverent humour.”
The award is presented annually for the most outstanding integrated marketing strategy in the province.
“Coast Capital Savings developed a marketing strategy that really got people to sit up and take notice,” said BCAMA President, Laura McBride. “Their creative showed that advertising financial services can be entertaining and amusing and generate results.”
Coast Capital Savings is Canada's second largest credit union with $8.2 billion in assets, 340,000 members and 48 branches across the Lower Mainland, Fraser Valley and Vancouver Island.
It has also created innovative services like the ‘Free Debit and More’ account, ‘No Worry Mortgages’ and aperio store branches.
The credit union has also been recognised as one of Canada's 50 Best Managed Companies.
