CHARLOTTE, N.C. (1/23/13)--While watching the Harbaugh brothers coach the Baltimore Ravens and the San Francisco 49ers in the Super Bowl Feb. 3, some viewers will be treated to the unveiling of a new ad campaign by Charlotte Metro CU (CMCU).
Charlotte, N.C.-based CMCU has unveiled ad campaigns during the Super Bowl for several years. Its newest ad will debut during the first half.
While past campaigns relied on humor, this year's will showcase CMCU as a place that helps members achieve their financial goals. The campaign will run throughout 2013 and include TV, radio, billboard, print and online components. Its four ads are united by the theme, "happy place."
"There are two meanings behind 'happy place,'" said Bob Burns, CMCU president. "First, members tell us their local CMCU branch is a happy place; they enjoy the service they receive. Second, we help people reach their happy place--retirement, a new car, a vacation, a second home--whatever it is. Charlotte Metro helps people prosper."
The ads were filmed locally at sites such as the U.S. National Whitewater Center and feature uptown skyline and aerial views of uptown.
Simple Syrup of Durham, N.C., produced the campaign. "Charlotte Metro CU and its members have a unique relationship," said John Reid, executive director of Simple Syrup. The credit union sees itself as "partners who share in their members' financial successes. And in today's tenuous financial climate, Charlotte Metro wanted to remind people that banking can be a pleasant experience," he added.
While the ads introduce the "happy place" theme, CMCU will continue to use its "Like a Bank. Only Better." Tagline.
Previous campaigns include a fee pig; a woman on a date envisioning having to wash dishes at a fancy restaurant after her date's card is declined (he used CMCU's mobile banking feature to quickly transfer funds); "Don't get suckered," with distinguished-looking men in three-piece suits (traditional bankers) sucking money from unsuspecting people's wallet; and an extraterrestrial opening an account (anyone can open an account at the credit union).
To view the previous ads, use the link.