“This unique campaign was designed for young adults in the 21- to 34-years-old range, who we believe are most open to switching from a bank or who are looking for their first primary financial institution,” said Caroline Lane, senior vice president, Business Development and Marketing, for California-based CO-OP.
“This led us to take a subtle humor approach, and engage the audience with ads placed in ‘alternative’ metro news magazines and social media,” she said.
Print ads for the campaign include “Banks Said the Glass Was Half-Empty, Then Drank It.” and “Banks Ignored Your Friend Request,” CO-OP said. The tag line for the print ads is “Banks Don’t Like You. Credit Unions Do.”
In advance of Bank Transfer Day on Saturday, the ads will be appearing this week in: The Village Voice (New York), LA Weekly, OC Weekly (Orange County, Calif.), Chicago Reader, SF Weekly, Boston Dig, Atlanta Creative Loafing and City Paper (Washington, D.C.), the CUSO said.