Coast Capital Savings hopes the first ever online greeter from a Canadian financial institution will have visitors to its Web site laughing all the way to the credit union.

“Julie” is the star attraction on Coast Capital Savings new website launched today as part of a strategy by the B.C.-based financial institution to provide an enhanced, user-friendly online experience to customers while leveraging Canada’s high per capita penetration of broadband, which allows quality video and sound transmission via the Internet.

“Julie is a very helpful addition to our Web site, speaking to visitors and providing answers to all the most common questions about our financial products and services,” said Sheila Baker, chief information officer for Coast Capital Savings, in a news release. “She’ll tell you about products like free chequing and haggle-free term deposits while serving up some side-splitting humour, which is quite unique for a financial institution Web site.”

Baker said the new site also includes improved features such as easier navigation; integration of online banking and information pages so customers can access product information without being logged off; and simple, jargon-free language on products and services.

The concept for the online greeter and the design of Coast Capital Savings’ new site are the product of the national award-winning ad agency Rethink. Vancouver-based Burnkit completed development of the online greeter, working in close partnership with Coast Capital Savings’ e-business development team.

The online greeter and the layout of the Web site are modeled on Coast Capital Savings’ “aperio” store branches, which are designed primarily around the needs of customers and aimed at breaking down barriers to accessible and speedy service. The credit union’s “aperio” stores also feature a greeter to welcome customers, answer their questions and direct them to needed help.

Data from the Organization for Economic Cooperation and Development shows Canada leads the G7 group of industrialized countries in per capita broadband penetration, with 21 broadband subscribers for every 100 Canadians, ahead of the U.S. and U.K. at 16.8 and 15.9 respectively.

Lawrie Ferguson, Coast Capital Savings senior vice president, marketing, said businesses have however been slow to capitalize on broadband’s potential for advertising and branding so the idea to integrate product information into humorous, interactive online skits is trailblazing.

“We recognize that businesses can no longer think of branding only in terms of traditional media like TV, radio and print,” Ferguson said. “Our goal is to define Coast Capital Savings as a helpful and innovative financial institution and we want to take advantage of the world of branding opportunities online, which is where that all important youth demographic hangs out.”

While she is not live, Julie is a real person played by an actor. The online greeter is programmed to run a movie file corresponding to questions asked by visitors to the site. Visitors can click on key product questions or type their questions in a dialogue box. Julie provides responses to more than 580 questions (and growing) about products, services and Coast Capital Savings. Common search terms Julie responds to include insurance, savings, loan, RRSP and media.

The online greeter and Coast Capital Savings’ website can be accessed at www.coastcapitalsavings.com.

Coast Capital Savings is Canada’s second largest credit union with $8.2 billion in assets, 340,000 members and 48 branches across the Lower Mainland and Vancouver Island.

www.coastcapitalsavings.com