MARLBOROUGH, Mass. – Digital Federal Credit Union is hoping its first television branding campaign will help residents "think beyond the bank." Wanting to raise awareness and position its brand as a consumer-friendly alternative to commercial banks, New England's largest credit union turned to Boston-based marketing communications agency Cronin|Wallwork Curry to develop two 30-and 60-second spots. "We have experienced dramatic growth over the last eight years by treating people right – both our members and the employees who serve them," said DCU Vice President of Marketing/Strategic Planning Tim Garner. "Unfortunately, too few people in our core New England market know who we are. Our employees and members who have seen our spots are thrilled. The whole creative team did an outstanding job boiling the essence of DCU down to a brief, compelling message." Designed to mimic the look and sound of motion picture trailers, the ads entitled "Normal Woman" and "Normal Family" play up the idea that although DCU treats people and their money "a whole lot better" than banks, credit union members are normal everyday people. "Our extensive survey findings in June revealed that members understood that a credit union is different than a bank but people who didn't belong to a credit union still thought that they had to be special or different to join one," said CWC Vice President of Management/Supervisor Jim Owean. "So we designed a campaign featuring normal people to help break down that barrier while still portraying DCU as better than a bank." In the "Normal Family" spot, which has the feel of a thriller, we meet the Delaneys who are just a normal family. As the camera zooms in on their home, the voiceover states "In fact they could live right next door.they have an equity line, a car loan, they're investing for college.but the Delaneys don't have a bank.they're members of DCU, Digital Federal Credit Union because DCU puts the Delaneys' financial needs first and that's unusual." The spot ends with the Delaneys in the backyard grilling a meal while commenting to each other that there seems to be something strange about their neighbors, as suspenseful music plays in the background-they still use a bank. Mrs. Delaney then replies, "Oh my" and the DCU logo and tagline "Think beyond the bank" flash on the screen. The "Normal Woman "spot plays up the idea that by banking with DCU members experience less hassles, more freedom and have more time to enjoy their lives. The new ads are airing in planned cable TV, direct marketing, movie theater and Web initiatives throughout Massachusetts and New Hampshire. In addition, DCU is considering adding radio and print ads in 2004. While Owean would not discuss specifics on the cost of the campaign he did say that it was in the low seven figures. "By kicking off the campaign on television it makes the credit union look bigger," said Owean. "Although DCU is the largest credit union in New England the awareness of that among consumers is relatively low. So the television spots were designed to pave the way and the movie theaters that are running the spots are all strategically located near DCU branches." CWC will run another extensive survey to track the success of the awareness campaign later this year. [email protected]