The Saint Lucia Co-operative Credit Union League (SLCCUL) were ready to launch and promote their new ATM Card. The card required a name, design and a campaign that would resonate with the Credit Union member community whose focus is mainly on saving money but from time to time would need access to their money for emergencies.
After a detailed briefing on the function of the card, Accela worked closely with the SLCCUL Team in coming up with the name “UNICARD” inspired by the fact the ATM Card is for all participating Credit Union members and will eventually do it all for them. Accela also provided the design for the new card created and implemented the launch strategy to the internal and external publics.
The tag, “Life Does Not Wait for Opening Hours” resonated with the members of the League who truly appreciated the convenience the card. However, for the unique appeal to Saint Lucian hearts and minds, the catch-phrase, BUH MWÈN’E APWÉZAN (I need it (my cash) NOW!) had immediate uptake. Marketing materials included television and radio adverts using a popular local beat, member direct mail inserts, press and print advertising, social media advertising and other public relations.
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