STATEMENT.
What if instead of talking about banking product benefits, we talk about the everyday lives they benefit? The products would become background characters in people-centered stories of real Vantage West member-owners.
We started by conducting a micro-campaign aimed at finding the most compelling stories member-owners of Vantage West had to share. Once we found our stars, we approached development similar to a piece of gonzo journalism — interviewing the subjects in their homes, or places of business. We worked directly with the subjects to develop scripts inspired by their true stories, and the role Vantage West products play within them on a daily basis.
Telling these individual stories was a great way to remind Member-Owners of the community they are directly impacting by choosing to bank with a local credit union.
This was continuation of work we had done with Vantage West over 6 years — built on our strategic guidance and creative direction — helping them grow from $1.6 billion to $3 billion in total assets.