Having been around since 1959, Community First Credit Union offers a full suite of banking products such as transaction and savings accounts, home and personal loans, and insurance.  While its members are very loyal to the brand because of its community focus, member-first philosophy and differentiated products, brand awareness in the broader market was low.

To raise awareness with a bigger audience and promote it as an alternative, more positive way to bank, we rolled out an out-of-home, digital and radio campaign introducing the idea that Community First is “Banking’s best kept secret”.

To add charm and authenticity, our campaign featured real members who know all the ways that Community First gives them more than other banks – from low deposit home loans to award winning green loans. The result is a very single-minded and memorable campaign that highlights Community First’s unique advantages while congratulating existing members on their choice of bank.

Brand radio 30 seconds

Green loan 30 seconds

Home loan radio 30 seconds