Good Money Mob
Vancity’s Cash Mob Builds Buzz—and Local Business
How do brands show genuine support for their communities without making it about themselves? Traditional cause marketing often feels self-serving. Vancity needed a way to support small businesses that felt grassroots, not grandstanding.
Solution
We turned the spotlight on local makers, letting the community vote for which businesses should get “mobbed.” Once selected, a pop-up “cash mob” flooded the winner’s location with shoppers for three hours—generating foot traffic, social buzz, and sales without overt advertising. It was a flash mob with purpose.
Campaign
Supported by a Facebook voting mechanic, local influencers, bloggers, and traditional media helped build anticipation around each mob. We translated Vancity’s values-based mission into tangible, small-scale economic wins. Each activation became a feel-good moment grounded in real support—not empty slogans.
Impact
Originated one of Canada’s first-ever branded “cash mobs”
Boosted local business revenue through direct consumer participation
Reaffirmed Vancity’s position as a community-first financial institution
Won an Applied Arts Award for marketing innovation
Demonstrated that local love can be scalable, measurable—and award-winning
Associate Creative Direction/Copywriting: Allen Forbes, Copywriting: Ryan McGrew, Art Direction: Terry Lin, Animation: Jesse Diehl, Client: Vancity. 2012