Actual members breathe life into BECU’s latest campaign.
The $11.8 billion Seattle credit union’s new multi-media SHARE campaign features more than 50 stories pulled from members who share their love for BECU every day – in face-to-face conversations, on Facebook, on Twitter, on Yelp, and on blogs.
Those members were recruited from those who enthusiastically posted about their experience with the 800,000-member credit union’s products and remote services. BECU in collaboration with its advertising agency, Seattle-based DNA, then produced several TV, radio, outdoor, print and digital ads based on real messages from real members. No scripting was involved.
According to Stephen Black, vice president of marketing, the SHARE campaign “is the BECU brand as voiced by members.” It has been designed as a way to help drive more awareness of the BECU and credit union difference, grow membership, and deepen relationships with current members while spreading the word via sharing, the big credit union said.
Future campaign plans include featuring segments that shed light on other BECU services consumers may not be aware, including mortgages, small business and wealth management.
“Our goal is that members will ‘SHARE’ their experience with their family, friends, co-workers, and neighbors. We already have many more members we could highlight. This is just the beginning,” Black said.