DCU Launches New Ad Campaign

MALBOROUGH, Mass. – Digital Federal Credit Union’s latest advertising campaign offers members a “Second Chance Car Loan”. The new campaign expands on the credit union’s “Think beyond the bank” branding initiative which debuted last fall to raise awareness and position DCU as a consumer-friendly alternative to commercial banks. Designed by Boston-based marketing communications agency Cronin Wallwork Curry (CWC), the ads urge members to keep their car but trade their loan. Titled “Leslie”, one of the two 15-second television spots features the owner of a “cool” 2003 convertible with very “uncool” payments. Leslie is later shown at the beach enjoying the sea air while the words “Average savings $2,090″ appear on the screen, which then concludes with a frame displaying DCU’s logo and tagline “Think beyond the bank”. The commercials air on cable and are scheduled to also run every Friday night just before the baseball games. “We chose the Friday night baseball package for the high viewership from across DCU’s entire field of membership, which in turn makes DCU `look big` to both consumers and SEGs,” said CWC Vice President of Management/Supervisor Jim Rowean. “This particular push is part of the overall awareness campaign to illustrate the benefits enjoyed by people who `think beyond the bank’ and it aims to bring in new DCU members.” In addition to the television spots the campaign will also include radio, print, direct marketing, Web and point-of-purchase components.