SF Fire Credit Union – “Side Bank” Campaign

Using edgy humor and Omni-Channel Approach to Compete against Trillion-Dollar Banks, with a fraction of the budget 

Problem/Challenge

SF Fire Credit Union faced the challenge of growing their customer base in a highly competitive market dominated by trillion-dollar banks, despite offering competitive rates.

The credit union needed to find a way to differentiate themselves from the major banks and attract new customers, despite having a limited budget.

We updated the brand messaging to establish a unique value proposition as well came up with campaign concepts to attract millennial customers who resonated with their not-for-profit philosophy and commitment to low fees, fair interest rates, and sustainable growth.

Solution

  • Noble Digital implemented a concept-driven omni-channel campaign that included a TV campaign, as well as other marketing strategies and tactics.

     

  • The omni-channel campaign was designed to reach the target audience through multiple channels, including TV, diigtal radio, DOOH, social media, email, and website.

     

  • The TV campaign used humor to stand out from the competition and create a memorable brand message.

     

  • Refreshed the brand messaging before building.

CAMPAIGN CONCEPT PHASE

The Concepting Phase is the critical cornerstone of a campaign, often neglected but essential in crafting the messaging and story that resonate with the audience. In the SF Fire case study, this phase was the linchpin, setting the direction and tone, and proving that the story isn’t just a part of the campaign; it’s the heart of it.

Production Phase

The Production Phase is where strategy meets flawless execution, a vital stage where even the most brilliant ideas must be translated into tangible assets. In the SF Fire case study, this meant producing diverse and engaging content for a multitude of placements, including connected TV, digital radio, native, Digital Out of Home, and retargeting, ensuring that no part of the strategy was left unfulfilled. 

Omni-Channel Media Campaign

  • Noble Digital implemented a concept-driven omni-channel campaign that included a TV campaign, as well as other marketing strategies and tactics.
  • The omni-channel campaign was designed to reach the target audience through multiple channels, including TV, social media, email, and website.
  • The TV campaign used humor to stand out from the competition and create a memorable brand message.
  • Refreshed the brand messaging before building.

Learn about the deep foundation for our omni-channel solutions.

 WE Matched Cost Per Acquistion to Big 3 Banks without using
cash incentives and Scaled up share of traffic by 3x

 WE Matched Cost Per Acquistion to Big 3 Banks without using
cash incentives and Scaled up share of traffic by 3x

Result

  • The implemented solutions helped the credit union triple the amount of people visiting their site and considering them as a solution.
  • The increase in site visits led to an increase in awareness, which helped the credit union grow their customer base.
  • The credit union was able to match the average cost per acquisition of even the biggest financial institutions with just a fraction of the budget that Wells Fargo, BofA, and others have to work with.

KEY TAKEAWAYS

  • Even the smallest competitors can get a piece of the pie if they want.
  • An omni-channel campaign can be an effective way to reach a wider audience and grow a customer base.
  • Using humor in marketing campaigns can help a brand stand out and create a memorable message.

Learn about the deep foundation for our omni-channel solutions.

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