PFCU Ads Count Ways Better than a Bank

PHILADELPHIA – Philadelphia Federal Credit Union is hoping the third phase of its irreverent ad campaign puts the final nail on the coffin of its banker competition. The campaign, part of a collaboration with local advertising agency The Brownstein Group and first launched in September 2003, marked the credit union’s first-ever effort to reach out and aggressively educate potential new members on the benefits of credit unions in comparison to commercial banks. The campaign revolves around BetterThanMyBank.com outdoor ads which can be seen everywhere from billboards and Septa buses to rail cars. According to PFCU Vice President of Marketing Karen Eavis, the third phase of ads continue with a direct and “Philly” sensibility. “We consider it to be very current and it reflects what we deliver to our members: contemporary financial-service solutions in a no-nonsense, honest and direct way,” said Eavis. She adds that by directing members to the Web site, the ads also help educate the public about the credit union difference. This latest round of ads is featured on two fully wrapped buses that display the credit union logo along with the message “Hey Philly – Tell Banks Where to Get Off” and messages below the bus windows stating “He Can Join,” “She Can Join,” and “They Can Join.” Sound effects also play a huge roll for impact in PFCU radio spots. For example, one spot uses the sound of someone slurping last drops of liquid through a straw and states “This is the bank sucking money out of your account with ATM fees, service fees, and minimum balance fees,” and continues with the background sound of a cash register, coins spilling out all over “This is what your bank thinks when they see you in their lobby.” The spot ends with the sound of a crowd cheering “.And this is the sound of Philadelphians realizing they don’t need banks anymore. That’s right – almost anyone in or around Philadelphia can now join PFCU.” The campaign will run through October 2005.