What’s the connection between Jim Lange and Credit Union of America? The Dating Game of course! When CUA came to us, they needed to find a way to bring more outside customers in to open checking accounts, and to encourage existing members to open a checking account with them. But they wanted it to be fun and friendly, so we came up with “Financibility.”
Financibility is financial services and compatibility combined, showing that Credit Union of America is the right fit for every type of customer. Whether they’re looking for security, friendliness, or convenience, Credit Union of America is exactly what they need in a financial institution. The biggest challenge in getting customers to switch checking accounts is the hassle of changing their automatic payments to their new accounts. Many people would rather stay with an inferior financial institution than switch to a better one just to avoid all that work. We took care of this by developing the “Switch Kit,” a printable pdf form where potential members could fill in all of the information of all their automatic payments, and Credit Union of America would take care of the switch for them, taking away all of the hassle.
In addition to the Switch Kit, we developed two television ads, a radio script, billboards, print ads, web ads and banners, developed a new logo, launched an email campaign, and created a microsite to help promote the message of how easy and smart it is to switch your checking account to Credit Union of America. The TV and radio ads were themed after online dating services, matching potential members with CUA representatives as if on a date. The microsite hosted all of the media as well as additional information on the services CUA provides.
We showed you our behind the scenes video for this campaign’s commercials last week so we figured we’d show you the final pieces today!