GREATER IOWA CREDIT UNION
GREATER IOWA CREDIT UNION
Greater Checking
The Challenge:
Greater Iowa Credit Union was looking to target young, first-time homeowners, with the goal of building brand affinity that would encourage consideration of GICU’s offerings, particularly its Greater Checking product.
Logistically, there were a few things to consider. The volatility of the financial industry meant the concept had to allow for updates without the need for new production. The campaign also had to be charming enough for future iterations, giving it longevity.
Our Solution:
Rather than having a spokesperson who loves GICU, we introduced a “spokesdog” who loves his humans who love GICU. This achieved our first goal of appealing to a target audience who may not have children yet, but often do have pets that are a big part of their family. This approach, using a voiceover for the dog along with eye-catching graphics, offered us the flexibility we needed to adjust the video without reshooting.
Our Execution:
The team started with scripts, ensuring the tone and voice of the campaign was engaging, friendly and on-brand while still covering all the important points. We then developed a mood board and explored opportunities to subtly weave in the color palette while still making the set feel authentic to the target audience. Casting played an especially important role, as we had to find the perfect “spokesdog.” The result of all the diligent pre-planning, precise production and exhaustive post-production is an endearing, fun and beautiful campaign.