Philadelphia FCU's Latest Round of Irreverent Ads Hit Airwaves

PHILADELPHIA- Philadelphia Federal Credit Union has launched a second salvo directed at banks here with its latest round of ads that play up the Better Than My Bank campaign launched last fall. Better Than My Bank marks the first aggressive advertising campaign in the $480 million credit union’s 50-year history and was designed to educate bank customers about the benefits PFCU members and credit union members in general enjoy. The first wave focused on edgy outdoor ads, which were posted around town not only on billboards but also on Septa buses and train stations with messages like “Most people think banks are a necessary evil. We agree, except for the necessary part.” “Our campaign might be considered somewhat risky, especially among those in the financial field, but it forces people to think about where their money is going,” said PFCU Vice President of Marketing Karen Eavis. “We wanted to bring PFCU, and all credit unions out of the shadow of banks and thought this direct, honest approach was the way to do just that.” The second wave of the integrated campaign boasts edgier copy and can now also be heard on the airwaves. Several 60, 15, and 10-second radio spots will air on local AM and FM stations. The spots use sound to continue to highlight the dark side of banks and the bright side of credit unions. One radio spot concentrates on bank fees and begins with, “This is the bank that has all your money…(background is series of beeps).this is the ATM that hits you up with fees at the bank that has all your money.(background is someone walking on hard floors).these are the marble floors that your fees pay for at the bank that has all your money.” Another element of the campaign includes the BetterThanMyBank.com Web site. Designed to be a destination for Web users to learn the 14 Ways Philadelphia Federal Credit Union is better than your bank, the site not only educates consumers but also helps the public determine eligibility, and explains how to become a PFCU member. So far, the campaign, which was developed in conjunction with Philadelphia-based marketing/branding agency The Brownstein Group, has been a success for the credit union with some 3,000 visitors to its BetterThanMyBank.com Web site.