Hanscom Federal Credit Union

Hanscom FCU, which is headquartered on a military base, typically takes a conservative approach in its advertising, but with our Whoa! promotion, we injected a little humor and edginess into a credit and debit card campaign designed to get our members to notice and say, "Whoa!" Our goal was to develop a multi-faceted promotion that would stop our members in their tracks, bring a smile to their lips, and encourage them to drop by a branch to learn how they could reap more rewards with their checking accounts and credit cards.

Hanscom Federal Credit Union developed its Whoa! campaign to attract members to two products that offer more benefits when paired together: our CASH + REWARDS World Mastercard and our KASASA Cash checking account. The campaign was supported by advertising and marketing collateral in our branches and was promoted through direct mail to targeted members in April and May 2019.

Our CASH + REWARDS World Mastercard lets qualified members earn 1% cashback on every credit card purchase, while our KASASA Cash checking account lets members earn an attractive 2.50% APY on checking balances up to $15,000. During the promotion the purchases our members made on their CASH + REWARDS credit card counted toward their KASASA Cash transaction requirements. This meant members could "double-dip" when the two products were paired together: 1% cashback on purchases plus 2.50% on the balance in the checking account.