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"Blessed" with a long name that had become an unpronounceable acronym, we needed to define what WSECU did, before we could begin to explain why it is better than any bank out there.
Most Washingtonians think "A bank is a bank is a bank. I don't see much difference between any of them." We had to develop a campaign that could break through the sameness of bank advertising and highlight what makes WSECU unique.
We created an inclusive, yet explanatory theme that rallies Washingtonians together, while highlighting the member benefits of their credit union. This invitation is wrapped in an iconic "W" for Washington, which is used to visualize the story of members like them and the product or service that helps them achieve their goals.
In less than 9 months, we moved the needle in 3 key metrics:
Credit unions are similar to banks, but they are nonprofit, member-based organizations. That means they are always looking for what's best for the community, rather than for Wall Street. In the tagline "Let's Credit Union," not only do we explain what WSECU is as a business, but we also invite members to join by taking a passive term (credit union) and turning into an action.
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