With aggressive 2016 membership goals, BECU in partnership with DNA, developed a new campaign that served to 1) reinforce the credit union difference by doubling-down on its key point of difference, member-ownership, to attract prospects; 2) introduce the brand to a new market; and 3) capture the essence, the “soul” of the brand to effectively connect with consumers.
Our primary target was switchers— young, twenty- or early-thirty something adults (i.e., Millennials) in Washington State. This is a generation that takes pride in doing good and in making sustainable choices. They want to act unselfishly and consider the greater good when making choices on what to buy and where to bank. At the same time, money is tight. So, they really need to put their own interests first. They’re also a bit unsure of themselves when it comes to making financial decisions. They’d like someone to help, but banks don’t do much to inspire trust.
As a member-owned cooperative, BECU should be a natural fit. But we needed to build on what they already know about us so people saw BECU in a new way.