Taking it to the mob — How do you demonstrate a local credit union's unique business model of profiting by investing within the local community? If you're Vancity, you mob local businesses with a whole bunch of Good Money™.

Influencing the mob — We engaged local influencers: Vancouver is Awesome, Miss604 and VancityBuzz (now Daily Hive) through Facebook to spread the word about these unique businesses that help contribue to the local community. Over a period of several weeks 3 businesses were nominated and the crowd voted which one to mob with their dollars.

Strength in numbers — The result was a remarkable turnout at each activation and literally hundreds of people mobbing the venues while generating huge awareness through Vancity and the influencers' social networks.

Socially Acceptable — The Good Money Mob also kickstarted Vancity's nascent Facebook presence. The entire mechanism eschewed the custom app route and instead utilized native features of the platform to execute the activation through organic activity and boosted by paid media.

Cash rules everything around me — I designed custom Tyvek wallets made from 100% recycled material which were given away during the events. They were stuffed with coupons to Vancity member businesses and various Vancity products that would literally appear in their wallet: member cards and credit cards.