CASSIES Bronze: Libro shares customers’ life stories

Libro and Tenzing use brand character, rather than product sell, to build the credit union’s business.

BRONZE: Services Financial

Situation Analysis: Libro Financial Group is a credit union serving Southwestern Ontario. It had nearly $1.8 billion in assets, but the likelihood that the general public would choose it for banking services was low. Add to this the turbulent economic environment and Libro faced a tough challenge.

Strategy & Insight: Libro’s financial products were not unique, so simply throwing advertising at the market was not going to work. The answer was to portray a totally un-bank-like relationship, in a uniquely Southwestern Ontario way.

Execution: The execution featured four genuine and likeable Libro customers. Through 60-second TV we learn about their family, career, love, hopes and frustrations – and Libro’s contribution to their lives. This extended into print, radio, direct mail and online.

Results: The campaign started in October 2009, with results measured through December 2010. Deposit growth was double the objective, and mutual fund growth was close to triple (details were supplied).

Cause & Effect: There was a direct correlation between a rise in Libro awareness and business results. The advertising budget was fairly consistent with 2009, and there were no other factors to cause the growth.


Libro Financial Group
VP, brand: Tania Goodine
marketing specialist: Tina Van Loon

Tenzing Communications
president: Gary Lintern
director/project manager: Mary Ellen Khan
art director: Steve Priebe
media planner: Craig Flinn
director electronic environment: Dan Rempel

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