Meridian went head to head with the big 5 banks in Ontario during the competitive fall retail season.  Research within the older target segment revealed frustration with low interest rates and poorly performing instruments like mutual funds. It was clear there was one simple insight that was equally relevant to both audiences: the feeling that savings never add up. Therein lay our big idea: the notion that money should make more of itself.  And because urban Millennials represented a layer of growth for Meridian, we set out to develop a full 360 digital campaign using original animation for online videos, OOH, radio, and in-store signage.  The character we created – called Money – helped breakthrough  the content the big 5 banks were putting out and also increased Meridian's overall awareness.

RESULTS

• HISA growth +33% YOY.
• 61% of net new deposits were attributed to HISA.
• +217% online traffic versus target.
• 49.7% of deposits came from net new members.
• Unaided top-of-mind awareness tripled YOY.