Branding Campaign
Putting DuPage Credit Union on the map
Before
After
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Limits how we can scale
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Product-based advertising is market dependent. Promotions can be canceled or changed.
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Less of a connection to our brand with product-based ads. Commoditizes us.
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Under-leverages our differentiators
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It hurts top-of-funnel awareness
The Problem with Product-based Advertising
We can accomplish both in brand-focused ads. 80% brand, 20% offer.
The Solution
Create brand awareness and drive consideration of DuPage Credit Union, especially among younger people.
Goal
Marketing Channels
- Streaming apps
- Social media such as Facebook, Instagram, YouTube, Reddit, Tik Tok
- Podcast
- Postcards
- Display
Optional: "Out-of-home" like billboards
Characters
Big Bank/Mr. Bank: The reoccurring “Big Bank” or “Mr. Bank” character is an anachronism—a stodgy, greedy, jolly man who is not malicious but simply oblivious—driven by institutional and transactional rules. Society has passed him by.
Credit Union Family: The Credit Union family characters exist as foils to Big Bank—warm, thoughtful, modern, and demonstrating ideas and actions of family and community.
Messaging
- Why we're different
- Funny
- Clippable
- Interchangeable message/slide at the end for promotions
- The payoff—Don’t let banks play games with your money—allows for an endlessly creative series of videos.
What It Takes
"A purpose to stand for—a reason to fall."
From Uncorked by Alex Heil
Branding Campaign
By Alexander J
