header

Credit Union National Association

CAMPAIGNS
MARKETING ACTIVATIONS

Credit Union National Association

CAMPAIGNS
MARKETING ACTIVATIONS

After extensive research, we helped CUNA identify their core challenges in driving more Americans to become Credit Union members. We found there wasn’t an assumed awareness problem, but flagging consideration. People just weren’t actively choosing credit unions despite their many benefits over banks.

We created a new brand platform and messaging guidelines to unite disjointed credit unions behind. This new unifying voice was researched backed, and designed to make 5,500 credit unions speak more effectively.

To activate into market at category level, we created a national advertising campaign which challenges the misconceptions about credit unions and overcomes the apathy that pervades financial services decisions. Given the complexity of the credit union network, we created a bank of creative assets to cover a huge range of media plans that local credit union leagues will be activating. Launching state by state, the campaign will cover most of the United States in digital and broadcast channels.


 

65%

18x

18x

18x

18x

of consumers say the creative expanded their knowledge of credit unions

more pins 2018 compared with the same period in 2017

more pins 2018 compared with the same period in 2017

66%

55%

55%

55%

55%

of consumers say the campaign is differentiated and unexpected for credit unions

more sign ups originating from organic search

75%

25%

25%

25%

25%

of consumers say the campaign makes them want to learn more

monthly growth of new expert signings

OYE_Logo_Stacked_SU_RGB_BL

 We broke away from traditional financial services marketing to raise awareness of the benefits of credit unions, and try to stop Americans zombie-marching to their banks

 Breaking away from traditional financial services marketing to raise awareness of the benefits of a credit union, and stop Americans zombie-marching to their banks.

The campaign aims to dispell two myths
associated with America’s credit unions

myths

Powerful black and white portraits of the American population, framing their eyes with their hands, make for striking out of home content

OOH_6sheetCUNA-compressed
OOH_Billboard_48 sheetCUNA-compressed
OOH_Billboard_Mega 6_2_CUNA-compressed

This digital first, modular campaign enables credit unions to combine assets into unique, region-targeted adverts

Phone2
Phone3

Content drives users to yourmoneyfurther.com, a destination website where users can discover more about credit unions and find their nearest one

Content drives to the credit union website, where users can learn more and find nearby credit unions.

website_updated
website1
website3

“This is the first time that we have inspired our members to work together as one for the ‘greater good’. Therefore, there are large numbers of invested stakeholders. Through its strategic, yet creative approach BrandCap has not only delivered what will doubtless be an incredibly effective programme, but has ticked the requisite boxes of each and every stakeholder – a hugely tough brief to fulfil.”

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

“Working with BrandCap is a real pleasure. Across a large number of initiatives, the team have been instrumental in our growth journey. From helping shape our strategic direction to reinvigorating our values, they have quickly understood our business and helped to ignite what makes us special. They are strategically rigorous and highly effective, but always bring an extra level of energy, imagination and creativity to their work."

"This is the first time that we have inspired our members to work together as one for the ‘greater good’. Therefore, there are large numbers of invested stakeholders. Through its strategic, yet creative approach BrandCap has not only delivered what will doubtless be an incredibly effective programme, but has ticked the requisite boxes of each and every stakeholder – a hugely tough brief to fulfil."

Jim Nussle, President & CEO America’s Credit Unions; CUNA Credit Union National Association

Conversations spark ideas. Let’s talk.

Conversations spark ideas. 
Let's talk.

London

London

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

Northburgh House
10 Northburgh St
London
EC1V 0AT

+44 (0)20 7780 7600

New York

New York

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

19 W 21st St
Suite 701
New York
NY 10010

+1 347 779 2595

Hong Kong

Hong Kong

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 9498 5998

30/F One Island South
2 Heung Yip Road
Wong Chuk Hang
Hong Kong

+852 6200 4281