May 2007
Pie Campaign in "Business in Calgary"
Marketing Matters by David Parker
Red Deer-based Community Savings has a profit sharing program that gives cash back to its members. Earlier this year it shared a record $14.2 million into member accounts that president and CEO Murray Haubrich says, "They consider it their piece of the pie for banking with us."
That's the campaign theme that was developed by Calgary's Trigger Communications using print, television and in-branch promotions that have achieved remarkable recognition.
Creative director Pat Doyle along with his team of Todd Blevins and Marcus McLaughlin came up with the campaign
that ties in with all facets of banking services.
Commercials used women under hair dryers and electricians working through ceilings eating pies.
They hired Six Degrees Studios to provide original words and music with a 1950s flavour also used on Community Savings' on-hold system that proved so popular radio stations are asking to play the full score and customers are asking for copies.
Seventy-five per cent of transactions are made in the branches. Trigger arranged for 10,000 baked blueberry pies to be delivered to all of the locations in Central and
Southern Alberta so that customers really felt they had a good share.
Trigger president Larry Bannerman says he hopes they can pull off the next idea which would see toaster ovens in all
branches to serve baked pies all day long. Great campaign.
Published in "Business in Calgary" magazine, May 2007.
