VanCity Credit Union is implementing a text message promotion this week as part of its youth-focused marketing campaign, “Not for the Majority”, running in September. It is the first time a financial institution in Canada has used text messaging to generate new accounts.

The campaign was developed by alias Urban Marketing, a division of the Cossette Communication Group,

“The text message component is a key element of our campaign for VanCity because it uses an increasingly important channel to engage with the youth market,” said alias managing director Simon Crowther, in a news release. “Text messaging is really starting to take off in Canada and we are intrigued by the potential to drive new business for our clients particularly in the youth segment” added Crowther.

The campaign targets 5,000 Under 19’s who are part of the Digital Youth Network in the B.C. Lower Mainland on September 11, 18 and 25 with a text message promotion created by alias for VanCity. The message promotes VanCity’s new Fee Free Chequing / Savings Account, which has been developed to meet the day-to-day financial needs of young people.

The message directs recipients to a Web site that contains further details of VanCity’s special offers for younger members.