CONSUMER INSIGHTS // BRANDING // CAMPAIGN DEVELOPMENT

Grail led a comprehensive consumer research study which revealed that the most sought-after banking segments – Millennials and Gen Z – viewed credit unions as severely limited in products and services, lacking the latest digital banking technology, and for their grandparents’ generation. In other words, “not for me.” At the same time, these younger consumers have a lot of negative feelings toward the big banks which are thought of as not having consumers’ best interests in mind, nor sharing their values. To overcome the credit union branding challenges, and to seize on the opportunity of skepticism toward big banks, we partnered with our long-time client Wescom Credit Union to rebrand as Wescom Financial. To relaunch the brand, we developed a digital-first campaign under the theme “Bank Better,” challenging consumers to rethink whether their bank is really the best choice for them. This bold campaign, which calls out the big banks by name, has helped fuel Wescom Financial’s grow among Millennial and Gen Z who now account for more than 70% of all new members.