Four Points Federal Credit Union
This isn’t your usual advertising for a credit union.
And that’s the point.
The Challenge:
When Four Points Federal Credit Union approached us for a campaign to increase brand awareness, we knew we needed to do something “out there.”
The financial industry is a large sea of sameness. The biggest challenge with Four Points was to make something memorable and attention-grabbing that didn’t sound like an ad for any other credit union. We needed to give Four Points a personality to differentiate them.
Strategy & Tactics:
The initial idea for this campaign began with two parameters: Don’t say “bank” or “banking”. Why? Because a credit union is not a bank.
Following that guidance, we started playing around with all the weird, fun names for money. The idea came together when a designer put Benjamin Franklin’s head on a cow and asked, “Is this too weird?”
No, no it was not.
Strategy & Tactics:
We used outdoor, targeted social, and collateral to reach our targets. All executions were built using the existing brand assets with copy focused on the word Lucky. We focused on using word association to reinforce awareness and reduce cognitive barriers when drinkers were at the point of purchase. Large drive for awareness and consideration.
Results:
Four Points loved the campaign as soon as we pitched the first billboard.
The entire campaign for Four Points Federal Credit Union included direct mail, digital ads, billboards, a new website, and radio promotions.