- Case Study -

 

OCCU Adulting Campaign

- Case Study -

 

OCCU Adulting Campaign

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The Challenge

Oregon Community Credit Union needed to increase membership among younger Millennials. Because this demographic is notoriously difficult for the financial sector to reach with traditional media, we sought an alternative path.

 

Our Solution

We spoke to Millennials on their own terms, in their own language, by harnessing the power of a trending pop culture trend: that doing something an adult would do means you’re “Adulting”. By OCCU agreeing that “the struggle is real,” the brand showed empathy for young adults taking on new challenges. At the same time, we set ourselves up as a partner who could empower their ability to control their finances.

We partnered with OCCU at University of Oregon's orientation week, Week of Welcome, kicking off our Adulting Campaign and creating an event celebrating newly "adulting" students. Content captured at the event was used to continue the Adulting campaign through the semester. 

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Pre-Roll Videos

At University of Oregon's Week of Welcome, we played 2 days of Adulting-themed games with students based on "Heads Up" and "The Newlywed Game." Content was captured during those games using GoPro cameras worn by students. Footage was used for pre-roll videos targeted at local Millennials.

 

 

 

 

Photo Booth

A custom photo booth allowed students and parents to take photos with props, which would generate an animated gif, along with a printout of their photo. The photo printout was treated as a promotional piece including the offer and Adulting microsite URL.

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SnapChat Filter

We created custom SnapChat filter that was geo-targeted to the campus area to draw students to the booth.

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Giveaways

From trucker hats to coffee mugs that read “I brewed this myself,” our messaging was quickly circling campus.

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Email Newsletter

A monthly email newsletter “Cha-Ching” offered topical financial advice for Millennials just starting to manage their own finances.

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Email Newsletter

A monthly email newsletter “Cha-Ching” offered topical financial advice for Millennials just starting to manage their own finances.

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Microsite

A dedicated microsite rated students’ Adulting skills with a quiz and drove checking account sign-ups.

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Snapchat Filter Views in 24 Hours

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Students and Parents Actively Engaged

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Accounts Opened In-Person on First Day

Ready to see what we can do together?