Radio: Bailey Lauerman, CommunityAmerica Credit Union/Membership, Escape

Throwing out “your mother’s media plan,” the agency turned to a local radio group whose on-air talent was willing to advocate the credit union, being members themselves. On-air testimonials paired with cross-promotions between the union and the DJs via social media drove engagements, leading to events and a four-week promotion inviting “escapes” not only from “your bank” but also from other unpleasant things. Results: a 47% increase in account openings, nearly doubling pre-campaign goals.

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