Golden 1 Credit Union has been dedicated to serving Californians for over 90 years. Established in 1933, its mission was to empower hard-working Californians to pool their financial resources to help one another prosper. Now, as one of the largest credit unions in the US, with assets exceeding $20 billion, Golden 1 is undergoing a comprehensive brand transformation.
Through this rebranding effort, Questus set out to redefine Golden 1’s role in the banking landscape. The vision was ambitious: to propel Golden 1 Credit Union forward as a digitally-driven leader in banking, advancing social equity and inclusion, and adopting a modern brand image. We aimed to drive the acquisition of new members, deposits, and loan growth, while staying true to our core purpose and mission. We believed that a well-executed, mission-driven campaign could be effective in the financial services space, and we set out to prove that by ensuring that all creative put our members at the forefront, prioritizing their needs, financial wellbeing and empowering them to take control of their financial lives with confidence.
Our "Life is a Journey" campaign embodies Golden 1's renewed brand promise, highlighting how we support Californians through life's milestones and everyday moments. From first jobs to dream homes, we showcase Golden 1 as a trusted companion, committed to delivering exceptional financial services and improving the financial lives of Californians.
To bring our project to life, Questus developed a comprehensive creative strategy that would work across seven unique products while showcasing the breadth of Californians’ experiences and our state’s geographic diversity.
We filmed seven spots over 10 days, traveling 600 miles across California to capture the state's unique people and places. Each scene was crafted to reflect the authentic life experiences of Californians and to show how Golden 1 supports its members throughout their various stages of life.
Our execution involved a fully integrated campaign spanning multiple channels, including linear TV, radio, out-of-home billboards, CTV, OLV, paid social, display, native, streaming audio, and more. By leveraging diverse storytelling and media platforms, we effectively engaged Californians from various demographics and geographies, driving awareness, preference, and business growth.
We overcame the challenge of finding a creative solution that served both the brand redesign and each unique product by focusing on the emotional and functional aspects of financial well-being, proving that in today's world, putting people first is always a win.
Our campaign results exceeded expectations, demonstrating the power of a mission-driven strategy in a competitive market. By focusing on our core purpose, community, mission, and members, we were able to outpace industry benchmarks and drive significant business growth.
In the first eight months after launch, the campaign garnered 273MM impressions. It resulted in a substantial increase in brand lift (+14%), improvement in digital cost-per-application (-8%), and application growth (+16%), ultimately leading to increased product adoption and a significant rise in new member acquisition.
The campaign's success can be attributed to its ability to empathize with consumers' financial concerns and demonstrate Golden 1's commitment to their financial success. By positioning Golden 1 as a trusted companion for life's key moments, we fostered a stronger connection between the brand and its members, driving long-term business growth and loyalty.
Overall, our efforts were a success, demonstrating the effectiveness of a well-executed, mission-driven campaign in the financial services industry.
