HOUSTON — People's Trust Federal Credit Union's quirky "Happy Un-Banking" awareness campaign has been recognized at the 46th Annual Houston Advertising Federation ADDY Awards.
Developed by the credit union's advertising agency of record Richards/Carlberg, the bold "Banks Hate Us" billboard campaign won a Gold ADDY Award as the best outdoor campaign in Houston. The agency also won three Citations of Excellence for the following: overall campaign, the campaign microsite (www.happyun-banking.com), and for a print ad that ran in Time, Newsweek and US News and World Report.
"The team at Richards/Carlberg was brilliant at creating a fun and simple way of introducing us to the city of Houston. For many years, we have been pressed to overcome the big question most people have when they hear our name: 'What's a credit union?'" said People's Trust Executive Vice President Patricia Garcia.
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"The Happy Un-Banking campaign made it simple and fun and provided an opportunity for us to explain to the public the great difference about a financial cooperative and credit union."
According to People's Trust Brand Management Specialist Kristiann Gips, the campaign really took its cue from leading "financial gurus" at The Motley Fool (www.fool.com).
"We were really inspired by The Motley Fool and it was great to get an 'outsiders' point of view that serves as a resource to so many people and is a huge proponent of credit unions," said Gips. "Their quotes helped develop this campaign."
Gips said two Motley Fool quotes in particular stood out and helped set the tone of the awareness campaign–"If you turn to a traditional bank for guidance, you might not be told everything you should know, as that's not always in the bank's best interest," and "Banks really, really, hate credit unions because of the threat they present to lower-service banks."
With an eye on building awareness of the People's Trust name, Gips said the ad agency then developed and delivered the concept of "Happy Un-Banking."
"We are one of the largest credit unions here but with our legacy as the Shell Employees Federal Credit Union, despite our name change in 2005, there still wasn't a high name recognition," said Gips. "We launched the Happy Un-Banking last October and the member reaction has been overwhelmingly positive."
With its first foray into mass media, the credit union kicked off with a progressive five billboard campaign that made a bold, anonymous first statement "Banks Hate Us." After adding copy to the teaser boards every few weeks the final billboard revealed the People's Trust tagline, "Happy Un-Banking."
"The campaign is not an attack on banks but rather a differentiation between banks and People's Trust," said People's Trust CEO Angela McCathran.
Gips added that strategically bought media ensured commuters would see the billboards everyday as they head into downtown. In keeping with a focus on the People's Trust difference, the campaign microsite (www.happyun-banking.com) basically spells it out and in a quick, fun easy way, said Gibs. Visitors also have three options — to learn more, share with friend, or submit their name for a member representative follow-up.
"This campaign has been something that our staff has been able to rally around and that makes all the difference," said Gibs. "So far, although it is still early, the buzz has been very positive overall."
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