Delta Community Credit Union wants members to know that their credit union is "Where Life Comes Together."
The latest evolution of the Atlanta-based credit union's brand features the new tagline, which reinforces Delta Community as the right partner to help consumers with all the parts and pieces of their lives-from products and friendly service to helpful advice.
"We wanted to take our brand to the next level, and we'd been searching for right tagline and right concept for a while," said Mary Olson, vice president of marketing for Delta Community. "The idea was to try to bring to life in advertising the characteristics of our belief system, and we're pleased with the results."
Turning to Atlanta-based Scout Marketing for help, the first phase of a new creative campaign features playful, animated building blocks and marbles to introduce a new low auto loan rate of 2.75% for qualifying members. The second phase of the campaign focuses on the Delta Community brand using an array of life's important moments, and a third phase will highlight home financing and refinancing. The multimedia advertising blitz includes television and radio spots, print advertising, Web banners, digital billboards, in-branch signage, direct mail, brochures, YouTube and Facebook that revolves around the concept that during life-based events where finances come into play, the almost $4 billion credit union is there ready to help.
"We wanted to build brand awareness of our services, as much as can be done within 30 seconds, and we wanted the personality of the credit union to come out," said Olsen.
With an eye on appealing to a primary target audience of metro Atlanta families and 29- to 45-year-old women, Olsen said the campaign, which is slated to run at least for the next 18 months, delivers.
"We wanted to convey that as an institution we're helpful, responsive, energetic, modern, likeable and playful while serious about business and our advertising agency nailed it," said Olsen.
The campaign, which features primarily voiceover animation, marks a new direction for the credit union, which in the past relied on using actors and real members in its commercials. Recognizing that the success of any campaign comes from employee buy in, plans are under way to debut the details during the annual employee meeting.
"We're waiting until the meeting to explain how we came up with the concept, talk about why we buy the media we buy and discuss who our target audience is as far as what they read, watch or listen to," said Olsen. "This is not just a one-year campaign, so we'll be adding commercials that have the same feeling but cover different topics and we'll supplement them with our other commercials that are more informational or PSA-like in nature. The idea is for people to see us everywhere."
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