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TOM SAKASHSTAFF NEWSWRITER

News Now

CU System
In Glee-like ad members sing praises of CU
RICHMOND, Va. (3/29/11)--Virginia CU (VACU), Richmond, Va., has created some buzz with an ad campaign that features the singing and acting talents of its members. The television ad began running March 21 in the Richmond market. More than 75 VACU members auditioned to be in the commercial, which takes a visual approach similar to the popular television program “Glee.” The program also borrowed some ideas from “American Idol.” Credit union members auditioned for the commercial before a panel of local celebrity judges. The campaign capitalizes on the popularity of television shows such as “American Idol,” America’s Got Talent” and “Glee” by using the credit union’s own members to convey the message that “We belong together.” VACU’s advertising agency, Elevation, came up with the concept and wrote songs for the campaign. The ad features lyrics that emphasize the cross-section of people who are members of the credit union and communicates that point by featuring those members--rather than trained professionals. The campaign has captured the attention of the local media. News stories about the commercial have appeared in the Richmond Times-Dispatch and in a supplement to the Virginian Pilot. The campaign has also hit the social media world. Clips from the auditions, rehearsals and final performance have been posted on YouTube. Links to the campaign from Twitter and on Facebook have ensured that the campaign reaches beyond its targeted television-viewing audience, VACU said. To view the ad on YouTube, use the link.
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