Oregon Community Credit Union needed to increase membership among younger Millennials. Because this demographic is notoriously difficult for the financial sector to reach with traditional media, we sought an alternative path.
We spoke to Millennials on their own terms, in their own language, by harnessing the power of a trending pop culture trend: that doing something an adult would do means you're "Adulting". By OCCU agreeing that “the struggle is real,” the brand showed empathy for young adults taking on new challenges. At the same time, we set ourselves up as a partner who could empower their ability to control their finances.
We spoke to Millennials on their own terms, in their own language, by harnessing the power of a trending pop culture trend: that doing something an adult would do means you're "Adulting". By OCCU agreeing that “the struggle is real,” the brand showed empathy for young adults taking on new challenges. At the same time, we set ourselves up as a partner who could empower their ability to control their finances.
RECOGNITION:
•AIMA - Best in Show Cross-Channel Marketing: OCCU Adulting Campaign
•OCCU's CMO was so happy with the results of our campaign, she focused her talk around it at The Financial Brand Forum
UO WEEK OF WELCOME
We unveiled the Adulting campaign at University of Oregon's Week of Welcome. We spent two days interacting with students: We played games with them (Adulting Heads Up and The Newly Adulting Game for parents and kids), gave away prizes, created a custom snapchat filter for the day, and let them have fun with our photo booth. The goal of course was to generate as much content as possible for our soon-to-come PreRoll and Social Videos...
We unveiled the Adulting campaign at University of Oregon's Week of Welcome. We spent two days interacting with students: We played games with them (Adulting Heads Up and The Newly Adulting Game for parents and kids), gave away prizes, created a custom snapchat filter for the day, and let them have fun with our photo booth. The goal of course was to generate as much content as possible for our soon-to-come PreRoll and Social Videos...
PHOTO BOOTH
A photo booth with plenty of props gave students and parents the opportunity to create an animated gif to commemorate their Adulting event. A printed takeaway with their photo was generated at the booth, with the microsite URL and offer.
A photo booth with plenty of props gave students and parents the opportunity to create an animated gif to commemorate their Adulting event. A printed takeaway with their photo was generated at the booth, with the microsite URL and offer.
Custom Snapchat Filter
GIVEAWAYS
From trucker hats to coffee mugs that read "I brewed this myself," our messaging was quickly circling campus.
From trucker hats to coffee mugs that read "I brewed this myself," our messaging was quickly circling campus.
LANDING PAGE
A dedicated microsite rated students' Adulting skills with a quiz and drove checking account sign-ups. This page now exists as a permanent part of OCCU's website.
A dedicated microsite rated students' Adulting skills with a quiz and drove checking account sign-ups. This page now exists as a permanent part of OCCU's website.
EMAIL NEWSLETTER
A monthly email newsletter "Cha-Ching" offered topical financial advice for Millennials just starting to manage their own finances.
A monthly email newsletter "Cha-Ching" offered topical financial advice for Millennials just starting to manage their own finances.
THE RESULTS
•24k Snapchat filter views in 36 hours
•905 Students and parents actively engaged
•65 New accounts opened in a single day
