OLYMPIA, Wash. — Consumers here have got a secret to share–change is calling.
"Credit unions' biggest competitor isn't the traditional bank–it's the apathy among bank customers," said Bill Grant, founder of Big Bang Electrical, the Seattle-based advertising agency that designed the latest Credit Unions of Washington campaign. "People may get annoyed with their bank, but they tend to just live with it because, while it's obviously not great, it isn't bad enough to make a switch and try something else. 'Change is Calling' serves as a rally cry for those frustrated thousands that change is good and nothing is more satisfying than making a change for the better."
Targeting primarily women ages 18 to 44, the campaign includes television commercials, a Web site resource (www.discovercerditunions.com) and a viral marketing component (changeisbeautiful.net).
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