The marketers at Conexus Credit Union know when it comes to fighting against deep-pocketed major banks, you “have to do things a little differently.”

According to Courtney Rink, director of growth marketing at Conexus, the brand has pivoted to an “always-on” campaign model and a video-heavy media plan that marks a “significant change” for the 88-year-old institution.

As Saskatchewan’s second largest credit union, Conexus manages approximately $9 billion in total assets, hundreds of billions less than larger players such as TD Bank. With one of its most ambitious campaigns to date, Conexus worked with agency partner Full Punch to expand its reputation beyond basic savings and loans and showcase offerings such as RESPs, mortgages and TFSAs.

The video spots focus on the effects Conexus’s products have on everyday individuals and families.

“This year, we wanted to showcase how Conexus can support our members by focusing on the key moments in their lives when they typically engage with a financial institution,” Rink says, adding that internal insights revealed there was a gap in consumer knowledge regarding Conexus’s full suite of financial solutions.

The “always-on” marketing approach gives Conexus a consistent presence in the market and the ability to layer additional promotional messages when they’re top of mind for consumers, Rink says.

Static executions use bold 3D lettering from the videos as a connective device and employ headlines focused on results such as, “To some, it’s an RESP. To kids, it’s a chance to be anything.”

Contextual messages in hockey rinks suggest parents not think of a TFSA in banking terms, but instead as a method to attain “next season’s hockey gear.”

Full Punch partnered with Play Creative, a Regina-based production company, for the project. Media planning and buying was handled by Epitaph Group.

This campaign is currently in market and will run through December across platforms including digital, OOH, in arenas, YouTube and connected TV.

Last year, Conexus took a different tonal approach, using Full Punch’s targeted URL headlines as a differentiator on eye-catching digital, social and OOH such as www.InvestingForPeopleWhoPanicWhenAnyoneStartsTalkingAboutInvesting.com.

According to Full Punch CEO Mike Leslie, the work gained considerable traction from a relatively small investment and produced a 10-to-1 ROI for the campaign.

Leslie says the 2025 creative was developed to be a more evergreen platform that will allow Conexus to reach a broader audience.