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Case Studies: ‘Surprisingly Simple’ campaign to increase bank membership

Agency: Visionworks Marketing & Communications
Client: Missouri Credit Union

Objective: Missouri Credit Union needed a stand-out, national caliber advertising campaign on a hometown budget, and that’s exactly what Visionworks Marketing & Communications delivered. The objective Missouri Credit Union set forth for Visionworks was to increase new membership in the Gen-X and Gen-Y demographic. To achieve that goal, we needed to overcome consumer misperceptions about what a credit union is and does and communicate the ease of becoming a member and using its services.

Strategy: To challenge those consumer misperceptions, create an approachable brand image and foster top-of-mind awareness in the target market, Visionworks Marketing & Communications developed a completely integrated, creative multimedia campaign to reach the young demographic with banking needs. The Visionworks creative team set out to communicate one key message: Missouri Credit Union is “Surprisingly Simple.”

Target Audience: The target audience consists of 25- to 34-year-old Gen-X and Gen-Y individuals who need an easy-to-use, one-stop-shop for all their banking needs, from auto loans to free nationwide ATMs. This is an audience that wants products and services customized to fit their needs. They want easy access, including Internet banking and e-Alerts sent to their cell phones.

Media Mix/Creative: Visionworks knows it’s important to reach the target audience with relevant content, when and where they think most about the needs that Missouri Credit Union can meet. The “Surprisingly Simple” campaign includes television commercials, radio commercials and print ads to reach consumers at multiple touch points. It is designed to expand across other media, such as the Web and a member’s newsletter. The campaign uses clean and simple visuals and humorous, conversational dialogue to enhance the message of simplicity.

Comments: “I thoroughly enjoyed working with the Visionworks Marketing & Communications team on the ‘Surprisingly Simple’ campaign. Their collaborative, enthusiastic style generated the creativity we needed. We anticipate that the results will exceed our expectations.” ~Margaret McDermott, Senior Vice President of Marketing, Missouri Credit Union