Core has published the third and final Effie award winning case study which picked up a gold Effie in 2023.
The case study is for the Irish League of Credit Unions which, together Core were awarded a Gold Effie in the Sustained Effectiveness category of the Effies.
With Irish Credit Unions in decline, and much larger competitors drowning out their 5% share-of-voice, Core knew they would have to be bravely different to save the movement. Strategically, Core convinced a member-owned organisation to focus on loans over membership. The agency evolved the media approach to maximise reach and recency and target an audience in more contextually relevant ways.
Creatively, Core eschewed category norms through use of brand mascots over real people. Each of these decisions to embrace change were inherently risky. But bravery was rewarded with what has become the Credit Union’s most successful campaign ever.
