Credit Union Awareness
Brand Platforms and Social Campaign Ads: Concepts, Creative Direction, Copywriting
The Credit Union Awareness initiative (CUA) started a mission in 2019 called Your Money Further to increase consumer consideration for credit unions. They are fierce advocates for credit unions and want to help credit unions better serve their 130 million members.
The task: With minimal assets, create a brand platform that gets millennials who are growing into their financial futures to consider joining a credit union, by demonstrating that our mission is our members.
Brand positioning: Credit unions are built BY us, FOR us.
The solution: 3 distinct brand platforms that enlist value-driven millennials into joining a greater financial movement: the credit union. The client loved all three of these platforms so much, that they asked us to execute on all of them to compare different approaches to find the most successful ‘way in’.
Brand Platform 1: Match with a Credit Union
Every amazing relationship is built on trust, transparency, and shared values. So why wouldn’t you hold your financial institutions to the same standards? Credit unions are built by their members—together they define trust, what matters, and how they invest in each other.
Just like in any special relationship, matching with the right credit union will give you butterflies. And we should know: we’ve been setting people up and building trust for decades.
Match with a credit union today!
Additional “Match with a Credit Union” Executions, for proof of concept, pre-ad development
Brand Platform 2: Stand with a Credit Union
Activism and community-mindedness sit squarely in the mainstream. To our young, issues-conscious audience, being intentional with their finances is a form of activism, of being heard.
And credit unions have always been listening. As an institution built by us and for us, we stand for healthy savings accounts, putting your kids through college, and a community built on trust & honesty. We stand for you.
Stand with a credit union and take your money, further.
Brand Platform 3: This is What We’re Made Of
Credit Unions provide better rates, better service, and give the ability to do more with your money. That’s what we do, but who we are is so much bigger.
Credit Unions are made and built by its members. Nurses, business owners, teachers and more, it’s our members who make the difference and make credit unions feel like you belong.
We could tell you about our awesome rates…. But there really is no better way to talk about credit unions than showing you what we’re made of.
Join 120 million credit union members.
