January 28, 2019

WAX Helps Launch the Biggest Contest in the history of Canadian Financial Institutions.

Servus Credit Union wanted a way to stand out from the big banks during the cluttered investment season. So they came to us with an idea to reward one lucky Servus member with $1,000,000 just for banking with them. After we picked our jaws off the ground, we got to work on how to get the word out. Together, we came up with the name The Big Share—Servus sharing $1 million of its profits with its members. Sharing is already something Servus is known for as they share millions of their profits with their members each year as part of their Profit Share Rewards program, so it was a natural fit. The message was that people could “Win $1 million, from the people that share millions every year.”

The $1 million prize would be the largest single prize in the history of Canadian Financial Institutions. Creatively, the message had to be clear—bank with Servus and you could win $1 million. So, we developed a campaign around simple visuals that told the story in a straightforward way. The campaign included two 30 second TV spots (one of which launched during the Super Bowl), social media, radio, digital & mobile, out of home as well as non-traditional executions.

News of the contest quickly spread across Alberta, leveraging its simple message and visual approach to stand out among investment campaigns and keeping Servus top of mind among Albertans. Early results have been extremely positive, and while we can’t share actual numbers, we helped Servus achieve their goal of being at the forefront of the consumer decision when deciding where to invest.

Thanks to our partners who helped us bring this campaign to life:
Sequence – Animation & Illustration
6 Degrees – Radio & Audio
Mark Gervais – Illustration & Animation