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Tech CU Integrated Creative Campaign


Integrated creative campaign

The first comprehensive, multi-channel advertising and media campaign for a 55-year-old, non-profit credit union—developed by our 35-year-old creative agency.


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Tech CU Integrated Creative Campaign


Integrated creative campaign

The first comprehensive, multi-channel advertising and media campaign for a 55-year-old, non-profit credit union—developed by our 35-year-old creative agency.

Campaign Summary

Not every relationship is built to last, especially the relationships we develop with financial institutions that don’t live up to their promises. And when a banking relationship ends, it’s often for the same reason a personal relationship fails. We deserve better. We deserve a financial institution that has its members best interests at heart.

Introducing “Bank happily ever after,” a creative campaign Michael Patrick Partners developed for Tech CU that spans cinema and online film, online display, out-of-home, broadcast and online radio, and transit. The first comprehensive, multi-channel advertising and media campaign from the 56-year-old, non-profit credit union and our 35-year-old creative agency.

The campaign encourages consumers to question their current banking relationship, and to consider a new relationship with Tech CU—the credit union that exists to act in the best interests of its members.

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Tech CU Integrated Creative Campaign Creative Idea


Creative Idea:
“Bank Happily
Ever After”

It exists. And it begins with a new banking relationship, at Tech CU.


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Tech CU Integrated Creative Campaign Creative Idea


Creative Idea:
“Bank Happily
Ever After”

It exists. And it begins with a new banking relationship, at Tech CU.

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Tech CU Integrated Creative Campaign Billboard



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Tech CU Integrated Creative Campaign Billboard


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Tech CU Integrated Creative Campaign Insights


Creative Insight:

“Switching banks is a colossal pain in the rear end” 

As a result of that perception, few things are lower on a consumers’ priority list than making a switch. But deep down, they know a better banking relationship awaits them somewhere else—which is the springboard to each element of the creative campaign.


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Tech CU Integrated Creative Campaign Insights


Creative Insight:

“Switching banks is a colossal pain in the rear end” 

As a result of that perception, few things are lower on a consumers’ priority list than making a switch. But deep down, they know a better banking relationship awaits them somewhere else—which is the springboard to each element of the creative campaign.

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Tech CU Integrated Creative Campaign Goals


Campaign Goals:

“create stop and think moments”

More than 125 financial institutions exist within the Tech CU competitive landscape alone—creating a crowded and highly competitive marketplace in the low-engagement category.

The goal of the campaign is to build both brand awareness and brand value for the credit union.


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Tech CU Integrated Creative Campaign Goals


Campaign Goals:

“create stop and think moments”

More than 125 financial institutions exist within the Tech CU competitive landscape alone—creating a crowded and highly competitive marketplace in the low-engagement category.

The goal of the campaign is to build both brand awareness and brand value for the credit union.

tech-cu-integrated-creative-campaign-elements.jpg

Tech CU Integrated Creative Campaign Elements


Campaign Elements:

We developed film (airing online and in local cinemas), radio (airing online and on local broadcast stations), digital transit and out-of-home boards, print, and online display banners.


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Tech CU Integrated Creative Campaign Elements


Campaign Elements:

We developed film (airing online and in local cinemas), radio (airing online and on local broadcast stations), digital transit and out-of-home boards, print, and online display banners.

Tech CU purchased media on Pandora, so we developed :30 radio commercials to air on the platform.
 

Radio spots introduced listeners to three reoccurring breakup lines, to end their existing banking relationshipsthough the list is limitless, the best breakup line is simply "It's not me, it's you."

 
As part of Tech CU's media buy, with Pandora, mobile placements were secured—so we ran :30 radio commercials.
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Tech CU Integrated Creative Campaign Commercial



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Tech CU Integrated Creative Campaign Commercial


Commercial film brought to life a scenario so many of us have experiencedending a relationship, because we deserve better. In this case, we deserve a credit union that has our best interests at heart.

Tech CU Integrated Creative Campaign Share



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Tech CU Integrated Creative Campaign Share


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