Desperation Pays off for AltaOne FCU

RIDGECREST, Calif. – Desperate Housewives is no longer just reserved for Sunday nights. AltaOne Federal Credit Union has created a successful mortgage loan campaign loosely based on the popular television show’s soap opera style. Developed by Hollister-based creative design firm Redbeard Communications, the campaign dubbed “Desperate House Loans” positions AltaOne FCU as a place where getting a mortgage is simple. The advertisements depict an attractive house with a white picket fence and climbing roses. Each ad features one of four females resembling the Desperate Housewives cast with copy detailing “the perils” of getting a home loan with another company and explains the benefits AltaOne offers. With a first run in July, the ads helped AltaOne FCU double its first mortgage applications- generating an estimated $6 million. “The combination of niche marketing with clever humor made a clear impression on our members,” said AltaOne FCU Vice President of Marketing Wendy R. Cleveland. “Mortgages have daunting reputations; Redbeard designed the `Desperate House Loans’ campaign to show our members that we can get them the house they want without unnecessary drama and the member response was excellent.” Slated to launch again this month the campaign consists of a mix of local newspaper and radio advertisements, statement inserts, teller signs, branch posters and graphics for the credit union’s newsletter and Web site.