Reverse a declining and aging membership base and fix a poorly defined identity in the market.challenge accepted
Launch a movement – It’s time to Unbank.
Leverage the groundswell of negative opinion of traditional banks. We featured the core distinction of credit unions – that they are member owned and appealed to a younger demographic with a counterculture and irreverent tone. The campaign was fully integrated across all media.
Unbanknow.org was built as a campaign response vehicle which included an edgy spokesperson, television, print, radio, public relations, social media, POS merchandising, direct mail, and collateral featuring rates and specific products.
year over year
Credit Union National Association –
“Best New Marketing Campaign”