ATLANTA — Associated Credit Union is calling out bankers on their greedy ways with an aggressive multi-media campaign.
The credit union has turned to local advertising agency The Burmeister Group to create commercials featuring "the piggy banks". Literally, two talking pigs in suits help tell the story of how banks are more interested in their bottom line, while ACU is more interested in its members' bottom line.
"With all the big bank mergers and acquisitions in the Atlanta area we figured what better way to personify that than play up their 'gluttony'," said The Burmeister Group Account Director Andy Abend. "We also needed to educate the consumer on why a credit union was better than a bank and motivate them to make a change. The pigs help us drive the point that the credit union is not just a better place, but as a member you get a better return and rates."
The commercial is a first in a series and the two other spots will focus on the credit union's low auto and home equity loan rates with the "piggy banks" worrying that consumers will find out there is a better banking alternative–Associated CU.
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"We're using humor to show the stark contrast between credit unions who do so much good for their members and in the communities they serve and banks who are more concerned with pleasing their shareholders," said Abend.
He adds that this marks the first time Associated CU has launched a brand awareness campaign on such a grand scale. The multimedia promotion includes outdoor ads on billboards and buses, branch signage, direct mail, online Web banners, print ads and grassroots marketing.
"This ad campaign speaks to our aggressive nature and positions us as a leader among credit unions and banks," said Associated CU President George Clarke.
Abend says the primary focus on visual media helps strike the balance between building the Associated CU brand and driving business to area branches. To help in tracking, the ads all direct members to a microsite whyACUisbetter.com.
Abend says so far the initial response has been positive with new members walking into Associated CU branches talking about the commercials and other ads around town.
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