Trying a new marketing theme a 50+ member consortium of Washington State credit unions have launched a statewide TV/newspaper/online campaign under the title, "membership means something."
A special element of the campaign, which continues through the end of the month and is being led by Washington State Employees CU of Olympia, is the 15 and 60 second commercials that hit on feel-good family images
"The campaign offers interludes of peace amid financial chaos, including a series of 'Financial Chaos-Free Moments,' all with a simple yet profound sentiment that gets right to the heart of what credit unions are genuinely all about," explained Bill Grant, president and founder of a Seattle agency, Big Bang Electrical, who produced the ads.
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Grant said the TV spots that began appearing on more than a dozen TV stations across the state sponsored by the Credit Unions of Washington State "are already getting good response with one CEO telling me he wanted to cry" after seeing peaceful scenes of families, children and college students.
The 15-second "financial-chaos free moments" were created in tandem with newspaper, radio, and a: 60 anthem spot "as tributes to satisfied credit union members in a suffering world," said Grant.
"People are being bombarded with messages about stability and being told everything will be fine," said Grant. "'Membership Means Something' isn't just a tag. The Financial Chaos-Free moments came straight from the credit union's conservative nature and caring approach in good times and bad."
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