Associated Credit Union came to us to help reverse a decline in new members, and to create a campaign that would differentiate themselves in the crowded financial arena. It was clear that consumers were unaware of what a credit union was, and what benefits it offered. However, they are quite comfortable with banks. Hence, the “piggy banks” were designed to communicate that ACU was quite simply like a bank, but better.

In addition to the primary media of TV and newspaper, web banners, paid search and Craigslist were used, door hangers were hung surrounding branches, and advertising was placed on major company intranets via Sparkfly. The campaign saw deposits increase by 35%, new members increase by 18.6%, and loans grow 152% compared to the year prior.

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