Our goal in brainstorming strategies was to be unique and get CUA noticed locally while selling new checking accounts.
Focusing on brand keywords like “friendly” and “relationship” aligned nicely with the idea of online dating, which was hitting a fever pitch at the time with new dating apps. This is where the idea of “Financibility” was born—matching people with a financial institution and starting a relationship.
We developed special branding and graphics around the campaign to play up the online dating theme in which members were “matched up” with a CUA staff member or service that fit them. It also helped reinforce CUA’s commitment to getting to know its members thanks to a campaign microsite, TV commercials and a full suite of print and digital media.