Coast Capital Savings Credit Union

Coast Capital Savings Credit Union

June 12, 2008 17:21 ET

Coast Capital Savings Wins National Awards for Credit Union Marketing Excellence

SURREY, BRITISH COLUMBIA--(Marketwire - June 12, 2008) - Coast Capital Savings has been recognized with two awards from the Marketing Association for Credit Unions (MACU) for its "Free Stuff" vending machine promotion and its Chinese and South Asian TV advertising.

The Free Stuff™ vending machine publicity stunt garnered an Achievement in Marketing Excellence Award (AIME), while Coast Capital's Chinese and Punjabi television commercials received an Achievement in Marketing (AIM).

"Our vending machine idea was unconventional, but it worked extremely well as a guerrilla marketing and media publicity tactic. We earned coverage in several media, including radio and television," said Brad Scott, Coast Capital's manager for channel marketing. "Visitors were able to link the stunt to our free chequing advertising, which showed we were reinforcing our brand presence."

The Free Stuff vending machine stunt placed a vending machine full of bizarre but free items on the streets of Vancouver and invited members of the public to hit the button for a freebie. The fun marketing "scientific experiment" tested the theory that people are strangely attracted to anything that's free and was part of a larger campaign to promote Coast Capital Savings' Free Chequing, Free Debit and More Account.

Coast Capital's Chinese and Punjabi free chequing TV ads were recognized in the Outstanding Creative Category for Television for their success in conveying the credit union's brand to a cross-cultural audience.

MACU's AIME Awards recognize the best and brightest achievements in credit union marketing. The awards are given for the most impressive, effective, and creative marketing and communications materials and campaigns in Canada's credit union industry.

"The main objective of the ads was to raise the awareness of Coast Capital Savings amongst Chinese and South Asian target markets in a way that captures our brand personality," said Vivian Caporale, head, brand and advertising, for Coast Capital Savings. "The ads contributed to our marketing efforts, helping us attract 3,500 new accounts from South Asian members and 3,000 new accounts from Chinese members."

The two awards from MACU are for credit unions with assets of more than $750 million

Coast Capital Savings is Canada's second largest credit union with total assets under administration of $11.9 billion, 380,000 members and 50 branches in the Metro Vancouver and Vancouver Island regions of British Columbia. Product innovations from Coast Capital Savings include Canada's first free chequing account from a full-service financial institution and the first business account in the country to offer unlimited transactions for a flat fee. The credit union is one of Canada's 50 Best Managed Companies and is designated a Caring Company by Imagine Canada. For more information about Coast Capital Savings, visit

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