BACKSTORY

As part of a month-long multichannel “Earn more” campaign, our marketing leader bought 4400 30-second PDX Metro radio spots plus ads on streaming services like Pandora and Spotify.

His objective was to “own the airwaves” and drive checking account leads from the audio to our website, then to product pages from home page banners. Initially, he wanted to run one 30-second spot over and over again. And he wanted the message to include what added up to five messages (the credit union’s three checking account products, our tagline, a larger brand value message) plus 5-10 seconds for disclosures.

I challenged that ask.

INSIGHT

This is radio. It’s not conducive to multi-message, long-form storytelling.

Our value statement couldn’t shine if we mushed half a dozen stories up into what’s (statistically, at best) eight seconds of drive time.

As an alternative approach, I pitched a three-spot solution, and we ran with it. Each spot is fresh, yet familiar. Plus, there’s space for that disclosure-speak at the end, so it doesn’t sound rushed or sleazy and doesn’t sacrifice the trust we tried so hard to earn.

CONTRIBUTIONS AND DELIVERABLES

• Content strategy

• Copywriting, scriptwriting

• Copy editing, QA

RESULTS

We attracted as much money from August 1 – 31 as we did between January 1 – July 31, and 80% of that cash was what we call “new money” — deposits from new customers and old members moving cash from other financial institutions to the credit union.

ABOUT ADVANTIS

Founded in 1928, Advantis Credit Union serves nearly 80,000 members with digital banking and in-branch financial services at nine locations in Multnomah, Clackamas, and Washington counties. They are the sixth-largest financial co-op in Oregon.