Increase total members and deposits for a regional credit union.
Big bank advertising often portrays banks as allies to the community with platitudes like "we're here for you". But the truth is most banks have a history of deception and manipulation and almost always put profits over people.
As a member-owned credit union, Vantage West can authentically talk about community and small businesses in the same ways that big banks do...
but actually mean it.
"This is not a bank ad." a subversion of big bank advertising tropes with a fourth-wall breaking campaign that casts the Arizona community as the star of the commercial.
We flowed people to a campaign landing page with a directory of every community figure and product featured in the commercial.
The big idea was expanded across various traditional channels to augment the campaign, including billboards and print placements.