Branding Campaign

Putting DuPage Credit Union on the map

Before

After

Limits how we can scale
Product-based advertising is market dependent. Promotions can be canceled or changed.
Less of a connection to our brand with product-based ads. Commoditizes us.
Under-leverages our differentiators
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