Case Study: Navigant Credit Union grows membership and brand consideration with Nail

Navigant Credit Union boosts brand consideration 2.3x with Nail

Navigant Credit Union faced the challenge of growing its membership by attracting customers away from traditional banks, despite the fact that people tend to stay with their banks for an average of 17 years due to the perceived difficulty of switching. The vendor Nail was engaged to address this entrenched consumer behavior.

Nail's solution was to use good-natured humor in a campaign that exposed the unhealthy relationships customers have with their banks, acknowledging the difficulty of change while positioning Navigant as a smarter and healthier alternative. This strategy successfully resulted in brand consideration for Navigant becoming 2.3 times higher than average.

Navigant Credit Union