CLEARWATER, Fla. — Achieva Credit Union is giving members a chance at fame with its latest advertising campaign.
"Every person you will see in our TV spots and billboards are real Achieva members. They auditioned for their parts, and volunteered their time to help out their credit union," said Achieva Vice President of Marketing Dawn Dixon.
Calling it a "perfect fit" Dixon and her team decided to look within the credit union's own talent pool–its over 65,000 local members.
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The television spots capture the defining moments big and small in members' lives whether it is getting your first credit card or car, to finally moving into your own home. Underlying the images is the Achieva message that the credit union is there to help make it simple–playing off its tagline–Simplify Life, Achieve More. The campaign also includes billboards and radio spots on local stations WFUS, WRBQ and WSUN.
Achieva issued a casting call on its home page and received over 90 responses from interested members within just a week. Dixon and the commercial's director, Michael McCourt of Tampa Digital, auditioned over 70 people in one day. They selected 14 members to appear in the TV spots, and several more to be pictured on billboards.
McCourt was admittedly nervous at the thought of casting non-actors, but ended up being pleasantly surprised.
"Achieva felt it was really important to cast members, and we were fortunate to find such wonderful talent," said McCort." When you watch the spot, just remember–this is the first time these people have ever been on camera and they did an amazing job."
As for the members they enjoyed their turn in the bright lights and didn't mind giving up their Saturday to shoot the video.
Tiffanie Larrea, an Achieva member since 2001 who is featured as a first-time homebuyer, said, "I had so much fun. I was in disbelief when I was one of the members picked to be in the spot. I'm glad they let me be a part of this awesome experience."
Larrea also modeled for one of the new billboards, working with both the video crew and a photographer at the same location–a home that's actually for sale in St. Petersburg.
Achieva also extended the casting call to its employees, because they too are members.
Danielle Byrd of the Card Services Department was selected to play a young adult receiving her first credit card.
"It was an amazing experience, not only being in front of the camera, but seeing all the hard work and detail that is put into everything behind the scenes. I had so much fun and would definitely do it again in a heartbeat," said Byrd.
The 30-second television spots have been airing on cable providers BrightHouse and Knology networks Bay News 9, TNT, CNN, Fox News and TBS.
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