America First Credit Union

The objective for America First Credit Union’s (AFCU’s) “Get Your Money Working” campaign was to create a more memorable, long-term brand position that keeps AFCU top-of-mind when prospective members are choosing a financial institution.

Research by the Federal Trade Commission shows that when asked, most people can name around seven banks and credit unions. However, when shopping for a loan or financial service, on average, people actively consider only two or three, with the majority considering just two. Our marketing challenge was to ensure that AFCU is one of those two or three banks and credit unions that people regularly consider and contact.

Our target audience was Gen Zers (ages 18-27) and Millennials (ages 28-43), who are experiencing life milestones that require financial services — getting their first credit card, buying their first automobile, starting their first career with direct deposit, purchasing their first house, and so on. Each of these milestones is another opportunity for AFCU to be one of the two or three banks and credit unions they consider and contact to become their primary financial institution.