Situation: With recent court rulings that allowed credit unions to expand their membership roles, SSFCU was faced with two challenges: differentiate itself from everyone else and bring in new members (read “new money”).
Action: Working with the art director, we established the credit union as not a member of the “herd,” but, instead, offering “unherd of” benefits. I was responsible for the copy for a series of promotional ads as well as radio and television production.
Result: Both loved and hated, the campaign was incredibly successful. The goal for one loan promotion in the campaign was $23 million. We raised over $35 million. A CD promotion generated $33 million after 5 days with 1,500 new accounts.