(February 21 – 10:20 ET) – The auto workers’ credit union is touting the credit union movement’s online brokerage, Credential Direct, with a new ad campaign telling its members to “give Bay Street the finger”.

Members of the Auto Workers Community Credit Union can access Credential Direct through the credit union’s Web site. The online brokerage provides research, news, real-time quotes and trading. It gives direct access to self-managed investing services 24 hours a day over the Internet, or by phone. Commissions for cash, margin, and registered accounts start as low as $29 a trade.

Ad agency Nexient says it is launching the “Give Bay Street The Finger” marketing campaign, to “reinforce AWCCU’s simple and straightforward values”. The campaign debuted February 19 and is scheduled to run for eight weeks. The initial thrust of the campaign is timed for the busy RSP season. It includes radio and TV advertising, direct mail, billboard, transit and rink board advertisements, web marketing and t-shirts and mouse pads for members.

“AWCCU required a non-traditional approach to launch an innovative program from what many consider to be a very traditional organization,” says Nexient’s Brand Response practitioner Sachi Mukerji. “Nexient has created a classic direct response campaign that is unconventional, provocative and cheeky. We’re thrilled to be a part of the “Give Bay Street the Finger” campaign,” adds Mukerji.

AWCCU’s General Manager, Don Nicholls echoed Mukerji’s view stating, “AWCCU is an organization devoted to its members. The ‘Give Bay Street the Finger Campaign’ is a fun way to let our customers know that we are working for them.”
-IE Staff