Brand Experiences

Savings&Loans Green Statements

Savings&Loans needed to change member attitudes to paper account statments, encouraging them to sign up for e-statements in line with their corporate green policy aimed at reducing printing expenses.

Fusion's approach was to create a communcations strategy that would link people's memory to the green message. To better position the message, a 'make a green statement' device was incorporated into print statement envelopes to trigger a call to action once people logged in to internet banking. The idea was reinforced on the main homepage banner as well as the internet banking homepage, creating a call to action to sign up for electronic statements.

The link between print and online was crucial to the success of the campaign, resulting in 30,000 members registering for electronic statements within two months.


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