Millennial consumers, a critical demographic, are continuing to choose service brands who integrate “collective action” into their products. Community outreach was always an important element of GTE and other credit unions, but GTE had created a unique set of credit and debit products that automatically donated to local charities with every transaction.
Moving into Spring 2021, GTE Financial, a Tampa-based credit union, wanted to generate brand awareness that focused on their many philanthropic efforts within the community.
It Pays to Swipe
We were tasked with developing a simple and compelling campaign using TV, online video, radio and outdoor to promote how GTE and their members collectively give back.
All About Community
The goal was to drive awareness, encourage existing members to join in the cause by using their cards, and drive new membership. Our strategy was to dramatize how GTE members give back by bringing in representations of the charities that reap the rewards of those efforts. In :15 TV and online video, we chose three charities from the list and brought them to life at the point of transaction: a guide dog for Southeastern Guide Dogs, a young recreational basketball player for the YMCA, and a doctor for the American Cancer Society.
In radio, we translated the campaign to the world of audio by using rich soundscapes and sound effects to make our philanthropic efforts real and tangible in that space. In all channels, we invited existing members and potential members to join with GTE and “Swipe it Forward.”
The results are ongoing but are driving new memberships and, with members swiping forward more than ever, we are on pace to top the previous year’s donations from this family of card products.