AUSTIN, Texas — United Heritage Credit Union has about 1.8 million reasons to celebrate. Its four-month Chevy Tahoe Giveaway promotion was a bona fide hit with members.
From May 1 to Aug. 31, over 4,400 members entered for a chance to win the three year use of a 2007 Chevy Tahoe purchased by the credit union, of which 1,900 were new United Heritage members–representing a $1.8 million infusion of new money into the credit union.
Nonmembers received one entry for simply becoming a member and once membership was established the more products and services members took advantage of, the more opportunities they had to win. For example, members could earn up to seven entries for closing on a $100,000 secured loan.
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"Our goal for this campaign was not only to increase our membership and numbers, but also to make an impact in the community by increasing our brand awareness in marketing mediums that we'd had yet to utilize," said Jenny Laudadio, marketing director.
This campaign was the first time United Heritage had used auto wraps and movie theater advertising.
"We wanted to wrap the Tahoe so it would get more attention around town, at branch locations and community events. We were also able to have the wrapped Tahoe on display at one of the movie theaters that was running our 30-second commercial." said Laudadio. The media blitz also included advertising on billboards, newspapers and local radio stations and Donut Stops. With an eye on creating an interactive contest entry experience, in-branch materials included a four-foot display with a campaign ticket entry box, kiosk posters, buttons and job aids for staff, inLighten screens, tubers, statement inserts, drive-thru envelopes, banners, and entry tickets.
In the end, John Baugh drove away as the grand prize winner–making it a great birthday present for the family, who celebrated not only John's, but their three year-old son's birthday as well during the month of September.
"This is was a huge campaign for United Heritage and we are incredibly pleased with its success," said Laudadio. "We re-branded the CU in March 2005 so this campaign benefited from that recent exposure. In addition, this campaign also helped maintain our increasing brand awareness through us being able to continue the high level of media coverage experienced during the re-brand."
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