First Tech CU may have gone nuts with its squirrely new marketing campaign.
Using computer animation and a micro-site (firsttechfans.com), the $2 billion First Tech Credit Union said this week it has launched a two-year market strategy using squirrels as the new voice to promote advocacy and engage the public.
The Beaverton, Ore. CU said its new campaign, called "FirstTech Fans" in which "Chuck and Leroy" go nuts for the CU, has been in the planning stages under guidance of a Portland agency, R/West for more than a year. The first phase using TV, radio and billboards will run through November.
Why squirrels? "They are savers-rounding up nuts for the winter. They are really good at planning, always prepared and work tirelessly to achieve their goals," said First Tech.
As part of the process of "engaging new members," First Tech officials said they also have created stories for the squirrels. Chuck is a Western Gray squirrel who enjoys making smart financial decisions and is a member of First Tech. However, his goofy sidekick, Leroy, enjoys lounging in his hammock naming different types of nuts but is not a First Tech member...yet.
The campaign was launched in May and so far the reaction has been favorable, said officials. "One thing for sure, the kids just love it, so we'll see how that goes," said Sarah Simmons, a partner at the agency, R/West. There are plans to have the squirrels pop up on Twitter and Facebook as part of the online activities.
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