JEFFERSON RALL
MIDFLORIDA CREDIT UNION
CENTRAL FLORIDA REGION
MIDFLORIDA Credit Union is a legacy player in retail banking, effectively demonstrating the benefits of personal connection and physical access with friendly, attentive service while utilizing the same online and app-based service tools that the big banks give, because life is 24/7.
The idea was simple, tell stories of people, by name, with real lives that need to have the kind of face-to-face, personal service and custom products that give them control over their money and their life. Not only did this concept help win a pitch, but it was also chosen by MidFlorida to run with very few alterations and fleshed out into a massive re-branding effort.
We wanted to show their customers as hardworking, casual and confident. So we commitioned a photoshoot to coinside with our TV and video production, capturing hundreds of custom stills for the client and agency to draw from. We also depict some specific banking interactions that show consumers utilizing the credit union's services on convenient desktop, mobile or tablet devices.
Our digital and paid social initiative became the day-to-day workhorse of the campaign, reaching current and new audiences with multiple messages and consistent brand cues.
Home page sliders, out-of-home and print advertising were also produced as the campaign launch involved a total 360" marketing and media mix in order to confidently intice new prospects away from the big impersonal banking experience.
