Coast Capital Savings launched a $1-million television, print and online advertising campaign to promote its latest mortgage product, You’re the Boss
The credit union also sent out “butlers” into Vancouver and Victoria’s morning rush hour. They handed out coffee and doughnuts, held umbrellas for people crossing the street and shined shoes.
Only nine per cent of Coast Capital’s customers currently hold a mortgage, said Lawrie Ferguson, chief marketing officer. They are pursuing an aggressive ad campaign because she wants to see the figure double.
“Customers feel their financial lives are being controlled by their long-term mortgage debt, and they are highly motivated to get out of this debt,” said Ferguson. “Our new mortgage product includes flexible payment and withdrawal features designed to place control back in the hands of customers.”
One television ad, created by Rethink Communications, is already on air to encourage this message and a second will debut in the spring.