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<p>GELNDALE, Calif. – A 65th Anniversary 1ST CITY SAVINGS Federal Credit Union birthday cake not only got members talking but resulted in $9.5 million in auto loans. As part of its two-month “Have your cake and Drive it too” campaign, a birthday cake designed by Stockton, California-based marketing firm Andermahr & Company in the shape of a Volkswagen beetle served as the visual theme for the promotion. The yellow Beetle was featured in all marketing materials including statement inserts, merchandising, and direct mail. Members were also invited to “celebrate” on the $272 million credit union through 2002 entertainment books that were given away with each new car loan. “We wanted something extra colorful and celebratory to promote auto loans and to help us mark our 65th anniversary,” said 1st CITY SAVINGS FCU Corporate Communications Director Tom Thompson. “The unique cake design and entertainment books really helped catch the imagination of our members and employees.” To further generate member interest and curiosity while stoking the competitive spirit and enthusiasm of employees, a branch merchandising contest was also held. The Lancaster branch was recognized for its creative efforts. The promotion, which exceeded the credit union’s auto loan volume during the same period last year, is the first in a series of 65th anniversary events planned for the remainder of the year.</p>

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