BOSTON — The $3.7 billion Digital Federal Credit Union, which says it's always been a huge New England Patriots fan, will be getting a piece of the action, so to speak, in Sunday's Super Bowl by airing two 60-second spots on a local Fox affiliate as well as one appearing on a pre-game FM show.
"Our plan is to plug our auto loan refinancing and home equity product," said Tim Garner, vice president of marketing/strategic planning.
The CU's 30-second spots will run several times throughout pregame shows on Sunday in addition to airings during local news that day.
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"Our one spot during the game is guaranteed to be during the game, not at the beginning, the end or at halftime," said Garner adding that the cost "is a mere fraction of what national advertisers are paying for the biggest local audience to ever see one of our commercials."
He declined for competitive reasons to detail how much Digital might be paying but did say "we rejected the first TV proposal Fox brought to our ad agency, Wallwork Curry McKenna of Boston, and when no advertisers accepted, they came back to us the following week with a better package at half the cost."
Regardless, declared Garner, "with our advertising during the Super Bowl, the Patriots can't lose!"
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