Dow Credit Union

Objective: Increase brand awareness among local residents, attract new members, and reinforce Dow Credit Union's community-oriented image.
Target Audience: Shoppers at a prominent local grocery store in Midland, Michigan; primarily individuals who value responsible financial management, prioritize community values, and seek quality products at reasonable prices.

Dow Credit Union strategically implemented digital display ads at a local grocery store checkout to inform and engage customers about our financial products and services effectively. Recognizing the unique opportunity presented by grocery store lines and self-checkout lanes, we aimed to captivate both existing and potential members entertainingly.

The decision to utilize grocery store environments stems from our belief that individuals are most financially conscious and curious when engaging in the consumer role, particularly during routine activities like grocery shopping, where inflation is at an all-time high. We identified this setting as an ideal moment to capture attention compared to other traditional media platforms where consumers face competing distractions.

To ensure our message resonated, we employed witty grocery store puns and imagery in our digital display ads. Catchy sayings such as "It's thyme to find a new financial institution," "Lettuce help you get more from your money," and "You'll be excited about our Eggcelent rates" were strategically crafted to not only convey information but also create a memorable and stand-out experience at the check-out lane.

By leveraging humor and relatable content, we aimed to make the credit union more approachable and foster a positive association with our brand. We understand that making a lasting impression in a short timeframe is crucial, and our creative approach sought to achieve this goal. This initiative reflects our commitment to engaging with our community in innovative ways and establishing Dow Credit Union as a financial partner that understands and resonates with the daily lives of our members.

Dow Credit Union's strategic placement of digital display ads at a local grocery store is carefully crafted to resonate with an ideal target audience that prioritizes local and obtaining the best value for their money. With only two spots available for a local business, we strategically bought both, being the only local organization with visibility for this medium.

By choosing a local grocery store known for its commitment to providing the best value for goods and products, we strategically align our credit union's message with the values already cherished by our target demographic. Our ideal audience appreciates the local touch, and they are more likely to resonate with a financial institution that shares the same commitment to community-centric values.

The decision to target individuals during their grocery shopping endeavors is intentional, recognizing that these moments are pivotal for our audience. Shoppers are not just seeking groceries; they make conscious decisions about their purchases, assess quality, and consider value. This mindset allows us to capture their attention effectively, especially given their heightened financial awareness during these activities.

Our witty and relatable digital display ads further contribute to capturing the segmented attention of our target audience. Catchy phrases such as "It's thyme for a new credit union," "Lettuce help you get more for your money," and "Eggcelent rates" are designed to not only inform but also entertain, creating a memorable experience at the check-out lane.

Dow Credit Union strategically positions itself as a local financial ally within the community by choosing a grocery store known for its competitive prices and value. By tailoring messages that resonate with our target audience's financial consciousness and local pride, we fostered relatable connections that our target audience can appreciate.