SF Fire CU Marketing Campaign Offers 'Unconventional' Relationship Advice
The “Side Bank” campaign encourages people to explore a CU relationship beyond their main bank.
Credit unions aren’t really known for creating tongue-in-cheek marketing campaigns that sound like innuendo dialogue from the 1970s (at-the-time considered risqué) sitcom “Three’s Company” – as Jack and Chrissy fixed a plumbing problem in the bathroom and their landlord Mr. Roper listened in shock.
It was just a pipe they were talking about, Mr. Roper.
This month, San Francisco Fire Credit Union launched a new campaign that might have Mrs. Roper clutching her pearls. The credit union’s new “Side Bank” campaign suggested people should open their minds to exploring a financial relationship beyond their current banking relationship.
According to SF Fire, the campaign’s goal is to give a nudge to those who might be “credit union curious.”
SF Fire’s 30-second commercial, running on social media channels such as YouTube through January 2023, highlighted three friends having drinks. One friend tells the other that he needs “a side bank” because he’s getting burned by his current bank and “you deserve so much better!”
As one person pours a drink, he tells his friend that SF Fire Credit Union won’t “gaslight you with weird fees.” The third friend chimes in to say, “Sounds like it’s time to open up your relationship.”
Cue the final freeze-frame image, like the ending of “Three’s Company,” with the friends clinking their glasses together and laughing.
“We want this unexpected campaign to make people laugh, but also think seriously about the benefits of a credit union,” SF Fire CEO Kathy Duvall said. “We know that one in three people are not familiar with credit unions, and only one in five know who SF Fire is. This campaign encourages Bay Area residents to get to know SF Fire and consider us for a better, more personalized banking experience we’re sure they’ll love.”
According to a statement from SF Fire, the term “Side Bank” is a clever and progressive way “to take advantage of credit union services, without the hassle of first leaving a bank or moving around accounts.” SF Fire’s statement continued, “By diversifying with an SF Fire credit union account, Bay Area residents have access to top notch services, low fees and great rates – that they may just want to leave their big bank for.”
“SF Fire’s motto is ‘Where members come first’ and we live that out every day with our intentional and attentive approach to our members and the services we offer,” Duvall said. “Once people try us, they usually stay.”