THE PROJECT
As part of Raiz Federal Credit Union’s recent rebrand, they have made a commitment to empower their members with a new, powerful self-service model that leverages a digital first experience. This includes a new user-friendly app and a reimagined branch experience that features a fully interactive banking kiosk that centralizes member’s banking services. Our challenge was to craft a campaign that would resonate with tech-savvy younger members and an older member base.
THE APPROACH
Our research showed that digitally native millennials and Gen-Z members crave a digital first banking experience, allowing them to manage their finances whenever and wherever. However, the current older member base still craves the personal touchpoint that Raiz’ predecessor TFCU was well known for. It was critical that we develop sister campaigns that spoke to each demographic, helping to increase Raiz’ membership base.
To showcase the power and ease of use of Raiz’ new app, we created a campaign that introduced viewers to “The Hub”, a way for members to peek inside the virtual world behind their phone screen. In this space we see the Raiz team helping members mange financial tasks and challenges. This fun and upbeat campaign was hyper targeted to a younger growth demographic.
As a companion to this, we created a campaign focused on the “Financial Hub”, Raiz' new in-branch banking kiosk. Targeted to an older member base, highlighting ease of use, and presenting the idea that members can still be greeted a friendly face even with a new digital banking experience, this sister campaign reaffirmed Raiz’ commitment to customer service.
THE OUTCOME
These campaigns helped to drive downloads of the Raiz app and served to improve adoption and use of the Financial Hub kiosk in branches. Our efforts are part of a larger branding initiative and membership drive that continue to support Raiz’ mission.
