In 2008, Forth Worth Community Credit Union launched a new brand platform developed by Third Degree Advertising. The agency says the strategy behind the “You’re Worth More” positioning was to differentiate Fort Worth Community from banks, and to overcome any perception that the credit union had lost their “personal touch.” Here is a selection of promotions the agency produced after overhauling the credit union’s brand identity.

BRAND BOARDS
These were used at the conceptual stage in presentations to capture the essence and idea of the brand.

‘Loans Worth More’

With an objective to increase Fort Worth’s home and auto loan portfolio in the first quarter of 2009, Third Degree developed a targeted direct mail campaign, paired with a loan-oriented microsite (LoansWorthMore.org).

LOANSWORTHMORE.ORG MICROSITE

Carefree Checking

Fort Worth Community has a long-term awareness campaign to help boost checking accounts, but without a hook like a high-yield interest rate, differentiation isn’t easy. However, Fort Worth found when they compared their fees to competitors like Chase, Bank of America and Navy Federal, they were a better value. Fort Worth positions their product as simple, absolutely free, with no fees and coupled with a “people-over-profits” branding message. Campaign elements include a microsite, carefreechecking.org, on-hold messaging, print, direct mail, outdoor, drive-thru banners, online ads, standees, HTML email and more.

LOANSWORTHMORE.ORG MICROSITE

‘Holiday Fast Cash’

In 2009, Fort Worth wanted to take a holiday loan promotion they had been doing for ten years and update it to fit their new brand. The Holiday Fast Cash loan is a personal/signature loan up to $15,000 at 7.9% for 12 months. The Holiday Fast Cash product was focused on current members who were most likely to get loans for their holiday shopping. Third Degree developed a “wind up” theme using imagery of wind-up toys, and messaging that played upon the urgency of the holidays. Deliverables included three versions of direct mail, outdoor boards, drive-thru banners, teller counter posters, newspaper ads, statement stuffers, standees and online advertising.

Union Bank – “Rock Solid”

A blogger snapped this photo of a “rock” on the teller counters at Union Bank. It turns out the “rock” was made of soft foam. “About as solid as a marshmallow,” the blogger wryly notes.

Allianz – Elevator

An elevator wrapped in graphics that look like a bank vault. The sign inside the elevator reads (translaätion): “Keep your money in a safe place.” Clever out-of-home advertising.

Visa – “Anthem”

Every two years, TV viewers around the world are treated to some of the most spectacular, inspiring ads ever created. The cinematography, the story lines, the editing are all extraordinary. Unfortunately, most of these ads don’t promote the companies who paid millions to produce and air them. They only seem to build the Olympic brand, such this beautiful mintue-long spot for the 2010 Winter Olympics from Visa.

Narrated by Morgan Freeman, the ad that talks about themes like “imagination,” “spirit,” “precision,” “speed,” “grace” and “magic,” concepts that seem markedly unrelated to either Visa or banking. It’s almost like a PSA for the Olympics: “This feel-good moment of unity and celebration is brought to you by…Visa! More People Go With Visa.”

You may prefer watching this kind of spot versus an ad for something like “Head On, apply directly to the forehead,” but you’ll quickly forget it was Visa who made it once you see a dozen other advertisers trot out their similarly commercialized celebrations of Olympic spirit and pride. You can see another gorgeous Visa spot for the Winter Olympics here.

SunTrust – “Swap a Solid” Facebook Application

SunTrust Bank recently launched Swap a Solid, a Facebook application that provides users with a forum for exchanging goods and services with their Facebook friends. At the Facebook app, you can “Request a Solid,” or view “Solid Requests.” The Swap a Solid name harkens back to the bank’s current ad slogan, “Live Solid,” although some people might think it’s disgusting to “swap a solid” with anyone other than their spouse.

Standard Bank – “Mr. HIV”

Standard Chartered, a bank serving Asia, Africa and the Middle East, made a pledge to the Clinton Global Initiative to educate one million people about the prevention and spread of HIV & AIDS by 2010. To achieve this, they commissioned an animated short film that chronicles a “Mr. HIV,” a personified virus looking for a job so he can destroy the human body. The script is entertaining. The CG is comparable to a Pixar production. As far as public health PSAs go, you can’t get much better. You can watch the whole series here.

Deutsche Bank – Greenhouse Gases Widget

Deutsche Bank recently launched a free widgetized version of its “Carbon Counter,” a landmark digital billboard in New York City which displays the running total of long-lived greenhouse gases in the atmosphere. The widget comes as part of the bank’s broader campaign to raise public awareness of climate change and encourage investment. (A widget is a downloadable, stand-alone application that can be embedded into an end-user’s web page or desktop.) It’s very interesting to see a bank commit itself so strongly to one side of a political hot potato.

Innovations FCU – “Jingle Bells Lip Dub”

You’re probably burned out on the holidays, but this video is too good to pass up. It’s a singing, dancing lip-synch of a techno version of “Jingle Bells.” The choreography involves the credit union’s entire staff — some 35+ people — in one, single 3-minute take. It is toe-tapping fun, festive and well-produced, yet not so slick that it feels expensive or pretentious. Hat tip to Christopher Stevenson at CUES who was the first to spot the video, and kudos to agency Raoust+Partners, who reportedly produced it.

Belvoir Credit Union – Brand Image & Identity

When Fort Belvoir Credit Union decided it was time to drop the “Fort” from its name, they turned to Third Degree Advertising for a new brand image and identity that is decidedly unmilitaristic.

Capitec – Simplicity

This minute-long TV spot features CG animation with a narrator in a virtual world who describes a bank that is unbelievably perfect. Quite frankly, it sounds too good to be true. The spot ends with the tagline, “Simplicity is the ultimate sophistication.”

TDECU – BankWithTexans.org

This interesting site aims to unite local community banks with credit unions against the menace of big banks. Headlines include “FDIC sells Texas back to Spain,” and “Out of town banks lose $3.7 billion.” For carrying such a decidedly pro-bank tone, it’s surprising that the site seems to be entirely sponsored by Texas Dow Employees Credit Union (TDECU).

Nevada FCU – Puns & Tellers

A clever billboard spotted in Las Vegas, where comedy duo Penn & Teller has a show.

1st Bank – Umm, Duh…It’s Obvious

The concept for this series of ads and billboards hopefully requires no explanation. What do you think: Is the artwork overwhelming the message without adding proportionately to the concept? Or is it a clever and creative way to reinforce the key takeaway that 1st Bank is the obvious choice? Agency: TDA Advertising & Design.

MECU – Groceries for Referrals

Third Degree Creative produced this fun member referral promotion. One lucky member can win $400 in groceries for themselves and the person they refer. The mailer is cut like a grocery bag. Neat. And the free-standing display has slots in which real groceries can be placed.

Shelby County State Bank

A simple microsite from a community bank targeting Gen-Y/college students.

Affinity FCU – Test Drive

An auto loan promotion from ad agency Roust+Partners.

KeyPoint Credit Union – Boomerang

A refreshing amount of white space on this “Guaranteed Return,” from ad agency Roust+Partners.

State Department Credit Union

Ad agency Roust+Partners developed this brand identity for a credit union serving the U.S. State Department, folks who do some serious travelling. Shown here: ad, brochure.

First Tech – Microsoft Branch

An attractive branch on the Microsoft campus in Redmond, WA.

In TFCU’s summer promotion, Get Going, the credit union is giving away a pair of Buddy Scooters (with helmets), and each of its 21 branches will award someone a $100 gas card. The campaign is built around a push on toy loans, including auto, boat, RV and motorcycle loans.

One really interesting aspect of this promotion is the “It’s On Us” perks TFCU surprises people with. The credit union’s business development rep pre-pays $200-$300 for coffees at local cafés or fountain drinks at Sonic Drive Thrus near TFUC branches. Customers making purchases at peak times are told, “Oh, it’s covered” while the clerk hands them an “It’s On Us” card with TFCU messaging (see below).

The promotion kicked off with a live radio remote broadcast at one of TFCU’s branches. The radio station hosting the even had pizza, music and other activities.

This is the second summer Tinker Federal Credit Union has done the Get Going promotion.

The promotion runs May 1 through June 30. Anyone 18 or older can register.

TFCU, based in Oklahoma, has around $1.9 billion in assets and over 200,000 members.

Tip of the Hat: To Third Degree Advertising, for developing a multi-channel, integrated marketing campaign with special attention to the creative details.

“It’s On Us” Cards

TFCU often uses to reach non-members in close proximity to the branches at coffee shops or Sonic drive-thrus, surprising customers by having prepaid for their drinks. The piece is a little bigger than a coaster and made from really thick cardstock.

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In-Branch Merchandising

Most of the TFCU branches are able to display a real scooter.
Notice the high-quality, freestanding retail display.

Chrome & Metal Extensions

The scooter rear-view mirror extensions are made from real metal bars that reflect the sun when you drive by.

Floor Clings

Placed in the entry ways and near teller areas.

Window Graphics

TFCU commissioned some whimsical window paintings for their front doors in the spirit of the scooter promo.

Six years ago, Allegiance Credit Union based in Oklahoma City, became Third Degree Advertising’s first credit union client. Since then, the agency has helped dozens of other credit unions and state leagues. In addition to Third Degree’s work for Allegiance, you can check out their latest projects at their website.

Allegiance Credit Union, with around $200 million in assets, also has an educational blog and a Facebook page.

Allegiance People
A messaging series created by Third Degree Advertising, positioned Allegiance Credit Union
as being a really knowledgeable resource for members. The credit union made their own buttons
that each of their front-line employees wear. Employees get to decide if they are a “helper,” a “knower”
or a “sharer” depending on their personality type.

A Silly/Serious Promotion
A recent checking promotion for a Rewards Checking account. The campaign included
teller mats, doorhangers, direct mail and web banners.  The promotion yielded $3.8 million
in accounts, including over 800 Rewards Checking accounts.

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Window Merchandising
Allegiance hired a window artist to paint whimsical branch-front windows to feature the promotion.
The agency says it would have probably done things differently, but they seem cool with it.
Throwing some love to their client, Third Degree says it was a “perfect fit, and a really economical
solution” for a “fun, lively, friendly promotion.”

The Mascot
“Earnie the Eagle” is his name (note the clever tie-in to savings).
Earnie is the central figure — literally — in Allegiance Credit Union’s
youth outreach program. They’ve even created a special area in
their branches called Earnie’s Corner, designed to make “depositing
money a fun experience” for kids.