Home' Connexus : Issue 46 Contents 'Lif ric ' bankin
Credit Union Australia's new campaign, based
on the concept of 'Life Rich Banking' is a new
approach for the organisation, says CUA's head
of marketing and insights, Christina Walker.
What is the marketing philosophy behind
Life Rich Banking?
It's not so much a marketing philosophy as it
is a business philosophy. It is the articulation
of CUA's mission and our promise, which is to
deliver better value banking to help customers
enrich their lives.
What we have stood for throughout 70 years
hasn't changed. What has changed is the
expression of that.
How is the campaign structured in terms of
Primarily through TV and digital channels,
but also reaching customers and potential
customers through our normal communication
channels such as our branches, messages on
hold, electronic direct mail and website.
It's not a stand-alone campaign though. The
Life Rich Banking campaign is part of an overall
transformation to better connect with a larger
customer base and di erentiate ourselves in
It's wrapped up in an overall program
that's been occurring over the last three
years, including our new core banking system
implementation, more innovative products,
better training, and a sta engagement and
We have a signi cant internal program to
bring Life Rich Banking to life for all of our
employees so our customers and brand
promise are understood, and our brand is
delivered consistently in a way that customers
want us to deliver it.
What research is behind this campaign?
Life Rich Banking was underpinned by research
conducted over several months. We talked
to thousands of our customers and potential
customers both qualitatively -- focus groups
and in-depth interviews -- and quantitatively to
understand who they are, what they think, what
they want and how we can help them achieve
the things they want in their lives.
We explored several ideas from several
di erent perspectives. 'Life Rich' resonated
strongly in the research because it is the truth,
and with the addition of the word 'banking' it
took us to a new level of being able to express
ourselves and our o ering.
We added 'banking' to the tagline because
we wanted people to understand the services
we provide and what we do. Our research found
that people didn't really understand our o ering
-- and this is a very important challenge for the
What's your target market?
Our target market is people who want the best
for their families and don't want to compromise
on life in order to give it to them.
They believe Australians pay too much
for their basic nancial services and the big
banks are structured to ensure that situation
continues. They are seeking better value
alternatives to the big banks so they can save
more, which will allow them to enjoy life to the
You also have a Life Rich Moments photo
competition. How does that t into the
It was launched to encourage our customers
and fans to share their own life rich moments.
Up to three winners were selected each week.
Their photos were posted on Facebook and
they won a personalised experience valued at
$50 to $2,500.
Their life rich moments are very special. For
example, the rst winner was a mother who
photographed her infant son exploring nature at
a creek near their home.
She wrote: "I just love getting in touch with
my inner child thanks to the help of my curious
son. That's what being rich means to me."
What response have you had to the
campaign so far?
It has been incredibly strong. It really resonates
with people, which says we've hit the sweet
How does this campaign relate to CUA's
broader marketing strategy?
Life Rich Banking is a whole new approach for
It's part of an overall maturing and cultural
transformation across all aspects of the
organisation, including how we leverage
technology, the development of our products
and services, our service heartbeat and
promise, as well as marketing.
The response to the
launch has been
It really resonates
with people, which
says we've hit the
Christina Walker, CUA's head
of marketing and insights
CUA had professional
images of real people -- not
actors or models
-- for its Life Rich Banking
campaign. The situations
included a genuine wedding.
Links Archive Issue 45 Navigation Previous Page Next Page