World of Numbers, challenges the impersonal nature of banking with the big banks. Meridian highlights how these traditional banks often reduce customers to mere numbers on a spreadsheet, treating them as accounts rather than individuals. In stark contrast, Meridian promises a more personal approach, one that prioritizes human connections and understands its Members’ unique financial needs. Owning the Meridian approach became a key driver of the idea, a world where Canadians would no longer have to quietly accept defeat that there would never be a better way to bank. With a full suite of products to compete with, this campaign communicated the Meridian difference head on to inspire more people to become Members – not customers.
