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Unity One CU Campaign Encourages Consumers Not to Get 'Spanked by Banks'
Friday, August 1, 2014 6:50 AM

Don't Get Spanked by Banks Campaign

Inspired by One Nevada CU’s racy checking acquisition campaign, Unity One CU in Fort Worth, Texas has launched an attention-grabbing campaign designed to attract consumers who want a better option for managing their personal finances. Working with two marketing agencies, they came up with “Don’t get spanked by banks, stand up for better.”

The purpose of the campaign, Unity One CU President and CEO Gary Williams tells the Leaguer, is to capture consumers’ attention. And once the credit union gets their attention, Williams hopes they’ll want to learn more about them, and then become a member of the credit union.

“At a strategic planning session last year, we realized that although we were doing well, we knew we could do better,” Williams tells the Leaguer. “We needed to do something to create greater brand recognition.”

“Don’t get spanked by banks,” Williams continues, is unlike any campaign they have ever done.

“We’re not pushing any products with this campaign,” Williams explains to Leaguer readers. “We are just trying to get our name out there and get more people talking about us.”

Although Williams was nervous at first about featuring spanking and butts in the credit union’s advertising, he tells The Financial Brand that they haven’t received any negative feedback regarding the imagery.  

Instead of using traditional media like radio and television with this campaign, Unity One CU has leveraged social media, as well as word-of-mouth and “random acts of kindness” within the community.

Williams tells the Leaguer that their first “random act of kindness” was giving away free gas. As people pulled up to the pump at a gas station located in close proximity to one of Unity One CU’s branches, representatives from the credit union stepped in to pay. They also talked with and handed the surprised patrons a “Don’t get spanked by banks” promotional piece that included information about the credit union, including locations, as well as key differentiators between credit unions and banks.

In addition to giving away free gas, Williams tells the Leaguer that they’ve partnered with other local businesses such as a pizza parlor and a cupcake place.

Facebook plays a big role in Unity One CU’s campaign. And since launching their social media campaign in April, Williams tells the Leaguer that they’ve gained 407 new likes on their Facebook page. Additionally, 119,812 page impressions have been made by 68,102 people. Williams goes on to say that there have 1,917 new actions, such as liking and sharing. And 965 people have clicked on content links.

“This campaign has been a big hit. Not only are we seeing greater activity on Facebook, but we are also seeing more growth in membership and loans,” Williams tells the Leaguer.