This year Community Choice Credit Union walked away from the CUNA Marketing and Business Development Council's Diamond Awards with the Diamond in the Rough and CUT Award Most Edgy for its We Found Your Shirt videos and complete community campaign.
The campaign's tagline, We Found Your Shirt, took a playful spin on for-profit banks taking the shirt off the back of consumers to demonstrate the credit union difference. Instead of taking from consumers, credit unions are always willing to give everything, even the shirts off their back.
To kickoff the campaign, on April 1, 2015, the credit union hired 15 actors to roam shirtless in front of a Member Center, appearing to go about their normal morning routines and completely oblivious to the fact that they their shirts were missing. The message, Don't Be Fooled By The Banks…they'll take the shirt off your back , struck a chord with the community.
“We wanted to find a way to appeal to a younger generation and make credit unions exciting,” Alan Bergstrom, chief marketing officer of Community Choice said. “We Found Your Shirt appealed to both new members who are tired of 'losing their shirt' to their bank, and current members who appreciate belonging to a credit union that isn't in business to make money by stealing the “shirt off your back.”
Plans are underway to unveil the next evolution of the campaign, Let's Find Your Fit on April Fool's Day with another fun hoax.
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