In spring 2009 Waterford Credit Union recognised the change of mood towards financial institutions.

Obviously lending figures had dropped but more importantly Waterford Credit Union felt they should adopt a more responsible social position. Given their closeness to the community Waterford Credit Union felt an onus on them to promote a saving plan rather than constantly advertising for loans. As such they requested B2B to create and implement a plan to target these potential savers.

With help from the P&E committee in Waterford Credit Union B2B divided the potential market into four members groups. These were divided by age catagories:

1. parents of children (0-9)
2. 10 to 17 year olds,
3. 18 to 22
4. and 23 plus.

These four groups were respectively named ‘Plant’, ‘Nurture’, ‘Grow’ and ‘Mature’ to reflect the stages of growth and in an effort to specifically entice each age group they were offer free offers relevant to their interest.

Plant: -    Orchestra kids clothing & Kidszone
Nurture: -    McDonalds & Storm cinema
Grow: -    BPM record and O2
Mature: -    McInernerys and Palma Restaurant

The campaign was rolled out in the press, on the radio, in-store with posters, website, ATMs, outdoor banners and in the local media through PR.