Oregon consumers are getting to know lots more about creditunions this summer thanks to both a new branding campaign by FirstTech CU of Beaverton and an awareness ad blitz sponsored by theCredit Union Association of Oregon.

The two campaigns, as well as other CU efforts dealing withforeclosures and member growth, were produced separately butreflect the industry's interest in gaining market presence.

Using computer animation and a micro Web site, the $2 billionFirst Tech Credit Union said it has launched what it calls atwo-year marketing strategy using two squirrels, “Chuck and Leroy,”who are “FirstTechFans” and the CU's advertising voice to promoteadvocacy and engage the public.

First Tech officials said the animated animals as CU advocateshave been in the planning stage under guidance of a Portlandagency, 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 arereally good at planning, always prepared and work tirelessly toachieve their goals,” said First Tech.

At First Tech, the goal is to engage new members. And as part ofthe campaign stories were created for the squirrels. Chuck is awestern gray squirrel who enjoys making smart financial decisionsand is a member of First Tech. However, his laidback friend, Leroy,enjoys lounging in his hammock naming different types of nuts butis not a First Tech member…yet.

Deborah Colby, First Tech's vice president of marketing, saidusing squirrels “is fun and different and a welcome change incredit union marketing from happy people riding bikes.”

Since the campaign was launched in May, the reaction so far hasbeen favorable, Colby said.

“One thing's for sure, the kids just love the commercials, sowe'll see how that goes,” said Sarah Simmons, a partner at theagency, R/West. The new micro Web site for the campaign isfirsttechfans.com, and there are plans to have the squirrels pop upon Twitter and Facebook as part of the online activities.

Meanwhile, the league's $320,000 “Be Smart” TV awarenesscampaign of the Oregon league was slated to wind up June 30. Italso uses animation “in a simple and direct” format that ends withthe line, “So why would you do your banking anywhere besides acredit union?”

The network and cable TV spots take viewers through a series ofnon sequiturs, “as in things you obviously would not do. Likesalmon fishing next to a grizzly bear.” The ads conclude with thebank-versus-credit-union question.

“The spots are not flashy or upscale, but they seem to beworking,” said Laurie Kresl, vice president of Unitus Community CUof Portland. In addition, since the campaign began three monthsago, the ads have helped build a 88% increase in traffic on theCUAO Web site, you-belong.org, she said.

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