A new ad campaign from the $6.5 billion Security Service Federal Credit Union features a couple wise guys – Jimmy and George – trying to shorten their employer’s name to just “Service.”
Television, radio, outdoor and Web elements – including a Jimmy and George Facebook page – are part of the effort designed for the San Antonio credit union by Proof Advertising in Austin, Texas.
The exploits of the two Security Service “employees” include rearranging lobby furniture, breaking signage and painting a billboard. The humorous campaign is aimed at building brand awareness, especially among 25 to 44 year olds, its creators said.
“Our target audience is inundated with more than 5,000 marketing messages a day so we decided to break from the traditional and move toward engaging them with humor that both surprises and entertains,” said Greg Stroud, vice president of sales and marketing for Security Service.
Bryan Christian, president of Proof Advertising, said, “The campaign is bold and unexpected, but it also communicates one of the core truths about the brand, that they don't let anything get in the way of great service.”
The campaign began in the San Antonio market with plans to expand it into its other markets in Texas, Colorado and Utah, said the 865,000-member Security Service.