Every year at this time, Americans begin to talk about football’s biggest night … and about how the ads are generally the best part of the Super Bowl. The game usually results in a drubbing of one team, so viewers rely on the commercials to keep the evening exciting. Charlotte Metro Credit Union (CMCU) has been unveiling new ad campaigns at the Super Bowl for several years. The credit union will continue the tradition on Feb. 3, 2013 when a new ad debuts during the first half.
Unlike previous CMCU ad campaigns – which have relied heavily on humor – this year’s campaign is designed to showcase the nonprofit CMCU as a place that helps customers achieve their financial goals.
It marks the official unveiling of a campaign that will run in the Charlotte market throughout 2013 and include TV, radio, billboard, print and online components. The four ads in the series are united by one theme – “happy place.”
“There are two meanings behind ‘happy place,’” said Bob Bruns, 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.”
To emphasize the point that CMCU is an appealing local alternative to big banks, the ads were filmed in Charlotte. Site locations include the U.S. National Whitewater Center, uptown skyline and aerial views of uptown.
Simple Syrup of Durham, N.C. produced the campaign. John Reid, executive director of Simple Syrup, said, “Charlotte Metro Credit Union and its members have a unique relationship. Charlotte Metro sees themselves as partners who share in their members’ financial success. And in today’s tenuous financial climate, Charlotte Metro wanted to remind people that banking can be a pleasant experience.”
“With the ‘happy place’ theme in mind, we conceptualized a four-spot campaign that also celebrated some of the happy places of the greater Charlotte area,” continued Reid. “Through beautiful imagery shot via helicopter and crane – and in amazing locations with whitewater rafting, rock climbing, cityscapes and botanical gardens – the spots are epic in appearance. Yet all were done within a 30-mile radius of the credit union’s headquarters.”
While the ads introduce the “happy place” theme, CMCU will continue to use the “Like a Bank. Only Better.” tagline. CMCU offers the same checking, savings and investment vehicles – and mobile and online banking – that a bank does. But as a nonprofit, credit unions don’t need to charge excessive fees to boost profits. Charlotte Metro has an equal product mix to that offered by banks. And CMCU is tech-savvy, offering free eServices such as mobile banking, online banking, online bill pay and more. Being a nonprofit financial services provider allows Charlotte Metro to return value to members in the form of better rates and service.
Previous campaigns include the fee pig and the woman on a date envisioning having to wash dishes at a fancy restaurant after her date’s card is declined. (Her date used CMCU’s mobile banking feature to quickly transfer funds.) In CMCU’s 2012 Super Bowl ad (“Don’t get suckered”), distinguished men in three-piece suits – representing traditional bankers – suck money out of unsuspecting people’s wallets. In CMCU’s 2011 Super Bowl ad, an extraterrestrial opens an account. The ads made the point that anyone can open an account at CMCU. View previous CMCU ads here.