The Sydney Credit Union has re-branded itself as SCU, launched an eye-catching new website and adopted the rally cry “more generous banking” to attract younger members.
As credit unions, we have always seen ourselves as more member-focused. Hence, SCU followed through with that positioning, promoting themselves as being more generous with their time, with their profits and with you.
To celebrate the launch and really drill home the point, SCU activated street teams throughout Sydney to conduct “Random Acts of Generosity.” What’s that you ask…well, for SCU, it included free coffee, free massages and FREE HUGS.
Interestingly enough, The Free Hugs Campaign, the social movement that has whipped around the globe and even made its way to Oprah (isn’t that how we judge bigness?), actually began in Australia. The Free Hugs Campaign all started with a YouTube video (with 32 million views to date) by the band, Sick Puppies, and created a movement all over the world where people hug strangers for the sole purpose of making each other feel better.
We think this is a good example of how a credit union can re-energize its brand and tap into a social phenomenon to increase relevancy, interest and general goodwill among its community…as well as connect with a “cooler” and younger target audience.
Is there a way for your credit union to borrow from popular culture movements in your marketing tactics?
To find out more about SCU and their re-launch, check out this article at the Financial Brand.
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