Member One Federal Credit Union

OVERVIEW:

Many consumers are choosing credit unions for financial services, including loans. Member One Federal Credit Union of Roanoke, VA, with several locations in the market, wanted to build brand awareness and increase loan generation. A multi-screen advertising campaign with Comcast Spotlight, helped them get the word out.

STRATEGY:

Looking to connect with women aged 30-45, the campaign rotated messages about home equity, automotive loans and credit campaign throughout the year. TV advertising included high-profile programs like AMC's Mad Men, Discovery's annual Shark Week and ESPN's Monday Night Football, along with commercials on networks like ABC Family, CNBC, Hallmark, History, MSNBC, OWN, Syfy, TBS, TNT and the Weather Channel. On the digital advertising front, Member One utilized Comcast Spotlight's NBCU Digital Entertainment platform to reach additional customers in the market. The collection of best-in-class entertainment websites includes sites like E! Online, Movies.com and Esquire Network.

SUCCESS:

Member One surpassed its loan goal by more than 50%. In addition, the credit union achieved its full-year growth goals by August.

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