My Credit Union
Brief to JMR Creative Design to create a home loan campaign that encourages the My Credit Union consumer to switch to a home loan without using home loan rates in the concept. Along with the home loan campaign JMR was also requested to create a suite of visual concepts to drive sales and increase brand awareness across My Credit Union’s other products.
My Credit Union Home Loan Campaign Creative Rationale
Consumer perception of switching home loans is often that it’s costly, complicated and time consuming.
|Our goal was to create simple cut through messaging that informs the consumer that My Credit Union can provide competitive home loan rates and that switching to a My Credit Union home loan is simple. This message also needed to be delivered in a non-literal fashion in order to gain consumer attention.
The big idea: we’re unashamedly cheap and easy.
The campaign needed to be effective across multi-channel placement. The home loan campaign was rolled out via EDM, online advertising, direct mail, press advertising, radio, industry publications, member publications,
|trade shows, member workplace and branch point of sale, localised large format displays in and around My Credit Union branches and member workplaces.
The campaign increased My Credit Union’s written home loan value by 100%.
Creative direction, copywriting, art direction, art production, media placement and print management.