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. 

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.