Transforming banking from obligation to opportunity.
Increase in Y1 deposit Goals
Above Y1 Loan Production Targets
Above New Membership Y1 Goal
Millennials had serious FOMO on the stability and prosperity enjoyed by previous generations. So, to connect, we repositioned Wings Financial Credit Union from a transaction based institution to a means of embracing the opportunities that matter.
The Challenge
Despite being one of the fastest-growing financial institutions in the nation, Wings was still known as the credit union of airline employees. The challenge was dual: overcome persistent misconceptions about eligibility while simultaneously positioning Wings as a sophisticated, convenient alternative to big banks for millennials and changing the view of banking as a path to opportunity rather than a necessary evil.
Fear of Missing Out (FOMO)
Millennials have watched previous generations achieve homeownership, build investment portfolios and enjoy life's extras with ease, while they faced mounting student debt, rising housing costs and stagnant wages. Had they "missed the boat" on financial security?
Waiting for someday means not living in the now
By reframing financial services as enablers of present opportunities rather than distant dreams, we shifted the narrative from delayed gratification to present empowerment.
An integrated creative campaign
Our integrated creative campaign delivered Good Wins by exceeding first-year deposit goals by 85%, delivering 32% above Y1 loan production targets and 19% above new membership Y1 goal.
“They take an approach to their strategic and creative work that is rooted deeply in research and focused on the consumers we serve. That, and the fact that they dug deeply into what our prospective members were thinking about and looking for, made them the clear choice for our next steps forward.”
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