(Shown above: Postcard sent to customers within 18 months of paying off their current auto loan.)
With summer winding down, Columbus United Federal Credit Union came to PLAY Creative for a new solution to bring awareness to their direct auto loans. Promoting auto loans is nothing new for the PLAY team, but Columbus United FCU wanted to reach a specific group of potential auto loan customers already working with them.
Past research and projects revealed 36 months to be the average lifespan of an auto loan, and Columbus United Federal Credit Union wanted to reach out to borrowers who were within 18 months of paying off their current auto loan. This proved to be an optimal time to get customers thinking about getting into a new car with a loan from Columbus United FCU, rather than through a dealership.
The PLAY Creative team wanted to highlight some key themes in the auto loan process from Columbus United Federal Credit Union that would compel customers to think about buying a new car after finishing out their current auto loan.
(Shown above: Campaign Billboard)
The goal became highlighting the highly personalized service of Columbus United FCU in a creative way and developing a campaign that they could use for years ahead. Since the campaign was not rate-specific, they wanted a fun campaign that made a connection between Columbus United Federal Credit Union and your car.
The team chose a theme of personalized license plates to convey the personalized and creative service that customers receive with the auto loan process. The custom license plate design doubled as a way for customers to associate cars with Columbus Federal Credit Union and portray them as an industry leader when it comes to auto loans.
To reach these customers within 18 months of paying off their current loan, the campaign featured:
• Direct mail postcard
• Lobby posters
• Drive up
• Statement headers