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A look back at some of our favorite credit union marketing campaigns created by Adrenaline
As community financial institutions make moves with their marketing channels, effective credit union marketing can help create distinction, even as smaller organizations compete with the big banks for consumer attention and market share. Regardless of distribution method, how the most successful credit unions generate interest and sustain impact is with creative campaigns, leveraging the strength of financial services marketing experts. “By bringing in a team of experts, you can turbo charge your marketing and save your credit union money in the process, [since] a marketing agency is almost always cheaper than an FTE with benefits,” according to the CU Times article on marketing success. “That means higher ROI.”
Given that marketing is one of the most visible outputs of any credit union, consistently investing in effective campaigns will help ensure long-term influence. With so many financial brands competing in the marketplace, how do credit unions develop marketing messages to cut through the noise? Some of our favorite credit union marketing campaigns created a buzz by doing the unexpected – spotlighting celebrity, highlighting unique personalities, and deploying a signature humor – things not often associated with financial services marketing. We take a look back at four of Adrenaline’s campaigns that were so successful, they not only caught the attention of prospective members, but the advertising and marketing industry, as well.
About the Campaign: As the official financial partner of the LA Rams, UNIFY Financial Credit Union has an unparalleled opportunity to generate interest in their brand. During the first year of their Rams’ sponsorship, UNIFY partnered with Adrenaline to create a campaign that leaned on the unique persona of one of the team’s most beloved players, John (JJ) Johnson III. For year-two efforts, UNIFY Financial Credit Union again worked with Adrenaline to build on the signature humor-based advertising campaign with John (JJ) Johnson III playing a financial therapist. The spot won Bronze Telly in Regional TV and a Silver Addy in TV Commercials.
Why We Love It: Using John (JJ) Johnson III as a financial therapist is a funny twist on a familiar trope, and his friendly, confident delivery translated into a humorous spot that hits just the right note.
About the Campaign: UMe Credit Union has taken its now iconic character to new heights (especially for a flightless bird) with marketing campaigns that leave an impression. Originally launched in 2017 to represent the progressive credit union in Burbank, California, UMe’s signature Emu is a wise-cracking 7-foot-tall animated bird known for his no-nonsense financial savvy. In the “Bank on UMe” campaign he proclaimed that big banking fees are for the birds and spread the word all around town. In the “Dancing Emu” social campaign, the quirky bird came back to raise awareness of auto loans and rates and enhance engagement on social. “Bank on UMe” won a Gold MAC award and the “Dancing Emu” won a Gramercy Institute Gold award.
Why We Love It: With a financial institution located in the heart of Hollywood’s animation studio district, grabbing potential members’ attention calls for an inspired approach. UMe’s ongoing, iterative campaigns demonstrate a commitment to marketing that makes the most of their inimitable brand champion.
About the Campaign: Following the attention-grabbing Big Wig advertising push, Workers Credit Union wanted a new marketing campaign to strengthen their relationships with millennial women. Growing into new communities in north and central Boston, Workers wanted to leverage women’s wit and wisdom to create deeper connections with their target audience. Enter: Karen and Claire. With Claire as the responsible friend and Karen as the more flighty one, the quirky duo discuss personal finance fundamentals and show how banking becomes part of your everyday life, even you’re unaware of its influence, like Karen is… The fun and funny ads won a Gold Telly in Regional TV and the credit union’s prestigious CUNA Diamond Award.
Why We Love It: The Karen and Claire campaign brings new meaning to relatable relationships. Who can’t see themselves and their friends represented in this dynamic duo? With two quirky women at the fore, the campaign feels familiar and fresh at the same time.
About the Campaign: When Town & Country FCU wanted to expand its reach to new audiences, they teamed up with Adrenaline to create new programmatic ads that would foster new relationships based on lifestyle. The credit union was already seeing success with paid search to reach people seeking out financial services providers. The addition of programmatic ads to their marketing strategy resulted in widening and deepening their influence as an ideal financial services partner in the region. Whether you’re a Foodie, Gamer, Sports Fan or Pet Lover, Town & Country FCU entered the lifestyle marketing space with effective advertising that established affinity. The campaign won a CUNA Diamond Award, Best in Category for Digital Advertising.
Why We Love It: With a campaign custom-made for people who identify with certain lifestyles, the programmatic ad campaign ignites interest and engagement in the digital space. Tapping into people’s passion is an imaginative way to mean more to members and prospects, making the credit union feel friendly and fun. Plus, who doesn’t love cute dogs?
To learn more about effective bank and credit union marketing strategies that can get your financial institution ready for growth, or to speak with one of Adrenaline’s experts, contact us today.
Adrenaline is an end-to-end brand experience company serving the financial industry. We move brands and businesses ahead by delivering on every aspect of their experience across digital and physical channels, from strategy through implementation. Our multi-disciplinary team works with leadership to advise on purpose, position, culture, and retail growth strategies. We create brands people love and engage audiences from employees to customers with story-led design and insights-driven marketing; and we design and build transformative brand experiences across branch networks, leading the construction and implementation of physical spaces that drive business advantage and make the brand experience real.
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