The Last _______ America Will Ever Need
SELLING POWER TO 3 AUDIENCES
“The last ______ America will ever need” was the rallying cry of a multi-faceted campaign that marketed Security Service’s new product mix to their diverse member base. Within that larger thought, three campaigns brought the product benefits to life in campaigns that were just as diverse.
THE POWER OF PHARMACEUTICALS
The first campaign leveraged the ubiquitous pharmaceutical advertising already firmly present in the viewer’s life to convey the powerful side effects of banking with Security Service.
THE POWER OF TELENOVELA
Security Service’s second campaign used the pure power of the telenovela. Using footage from actual telenovelas, we altered the plot lines and dialogue so that the main theme of Pasion de Power was banking products — sexy, dangerous, banking products. Rarely has the message of “high interest checking” been delivered with more passion.
THE POWER OF FAIRYTALES RETOLD
From telenovelas to empowered former princess. The last campaign tells the tale of four former fairytale characters in need of rescuing. Thanks to Security Service, Rapunzel, Cinderella, Snow and Red are confident and financially sound on their own.
We contrasted Security Service Federal Credit Union power products against the all to familiar feelings of powerlessness that can occur in the life stages SSFCU’s members are currently experiencing.
“GCF understands how difficult it is to break through the sea of sameness and get consumers to stop what they are doing and pay attention to commercials. Not only do they handle the strategy and concept, they are also our production company, so there’s no disconnect from idea to execution.”
Greg Stroud, SSFCU SVP Sales and Marketing