Why Credit Unions Are Better Than Banks


Boeing Employees Credit Union (BECU)'s new campaign is differentiating itself from banks by highlighting the benefits of credit union membership, such as lower rates, no fees and member-owner status.  

Developed with agency DNA, the "You Own It" creative features up–close, personal images and voices of BECU members who happily embrace the benefits of BECU. The voiceover asks whether someone would charge their neighbor for a cup of flour to illustrate the fees banks charge its customers. The spot ends with the “BEC-U-Own It” tagline.  

There is a reason most of the featured faces are young, says the agency. Appealing to the values of today’s more socially conscious consumer was one of DNA’s key goals in crafting the new ‘You Own It’ campaign, they say.  

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“Millennials are values-driven and care deeply about what companies and brands stand for,” says Alan Brown, co-founder, CEO of DNA. “The campaign covers themes central to BECU’s philosophy and how membership makes all the difference. This gives this consumer something to buy into, not just something to buy.” 

The campaign runs in the Seattle area on television, radio, out of home, print and online channels, as well as through social media. A brand introductory campaign will launch in the Spokane DMA in October 2016, supporting BECU’s expansion in the area. 

BECU is the fourth-largest credit union in the U.S. with $15 billion in assets and more than 950,000 members. Last year, the group raised awareness for its new University of Washington-branded Visa card by having a dog choir literally sing the University of Washington fight song in a nod to the school's mascot, the Husky.

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