Media

Deals for All Wheels Campaign

Posted by Admin

CHALLENGE

In the middle of the 1st Quarter of 2008, the US economy was teetering at the brink of what would be later called the Great Recession. But when it started, some thought it could be the next Depression. CoastHills Federal Credit Union asked Data Based Marketing to “pull out all the stops” for a vehicle loan promotion scheduled from April to July 2008. The Credit Union’s offer was a base interest rate of 3.99% for any vehicle, new or used, purchase or refinance.

SOLUTION

Data Based Marketing completed a comprehensive marketing plan, specifically for this project. A drive-in theatre movie metaphor was selected to quickly convey the concept of “all wheels”. A comprehensive mix of TV, outdoor, radio, direct mail, digital and branch point-of-sale was created. The TV ad used an ad-within-an-ad concept, with the viewers of the drive-in movie watching the offer. A black and white ‘50’s era “movie” was created to both coordinate with a separate 50th Anniversary project and better reach the older demographic that provides the bulk of the Credit Union’s loans. A Deals for All Wheels movie theatre sign shown in the television was reproduced on all other channels to generate recall.

RESULT

The goal was about $10 million. But the combination of a diverse communication mix with aggressive frequency and a client who had motivated and supported their staff to quickly fulfill on the inquiries created $110 million of new business in just four months. This result was judged to be the single largest promotion result in the credit union industry that year and it resulted in Best of Show awards from two separate national organizations.

Here is the TV spot. It was created to compliment the simultaneous 50th Anniversary campaign, which was a separate project.

18
Feb

Home Run Loans Campaign

Posted by Admin

CHALLENGE

CBC FCU was originally formed to serve the US Navy’s Construction Battalion Center in Port Hueneme, the West Coast home of the Navy’s Sea Bees. CBC expanded to a community charter making all residents of Ventura County California eligible for membership in 1999. Regardless, they faced significant competition from not only the major banks, but some large credit unions, including the world’s largest, Navy FCU. In 2011, CBC granted an average of $3.9 million of loans per month. They wanted to bump that up 7% in 2012.

SOLUTION

Ventura County has significantly higher proportions of family households than the California average. Data Based Marketing knew from prior promotions that CBC’s membership reacted well to family oriented messages. A Los Angeles Dodgers premium offer was combined with the Credit Union’s market low interest rates. Each new loan funded over $5,000 received two field-level Dodger Tickets ($60 face value per ticket) and loans over $20,000 received four tickets. All loans were promoted. The communication mix included print, outdoor, direct mail, point-of-sale, mobile and other digital channels.

RESULT

During a three-month period in 2012 (June, July, August), the Credit Union generated $50.1 million of funding, effectively double the activity during the same monthly period in 2011. There was also a strong residual effect, with total loan funding remaining at a high level for the remainder of 2012, reaching $84.9 million, or a monthly average of $7.1 million for the year.

18
Feb

Posted by Admin

This category includes the traditional forms of media, like television, radio, print and outdoor. Click on the links below to see either the TV samples or hear a compilation of radio spots.