Advantis Credit Union (RADIO SPOTS)
As part of a month-long multichannel earn more campaign, Marketing made a big media buy so Advantis could “own the airwaves” with 4400 30-second PDX Metro radio spots, plus digital radio ads. The goal was to drive checking account leads to our website and convert home page traffic to product page views. Initially, the idea was to take advantage of the back to school/back to business commute time and run two 30-second spots featuring the credit union’s checking account products, our tagline, a larger brand value message…and 5-10 seconds for disclosures.
Yikes. I challenged that ask. Why? This is radio. The messages all had value, but the value couldn’t shine through if we mushed and muddied them up in, what’s at best, 8 seconds of attention during drive time.
Instead, I pitched a three spot solution, and the VP of Marketing ran with my pitch. Each spot is fresh, yet familiar. And I carefully crafted copy so the product terms and conditions shine as the benefits and differentiators they are (thus eliminating the pesky, trust-killing disclosure speak at the end of most financial brand advertising).
content strategy, copywriting
Advantis Credit Union is the fourth largest credit union in Portland Metro and the State of Oregon. Advantis now serves nearly 80,000 members with digital banking and in-branch financial services at 8 locations in Multnomah, Clackamas, and Washington counties.