Target McConnells rally a national search for Dan Byrne and ask ‘Have you had your Credit ReUnion?’ in new campaign.
The Irish League of Credit Unions has launched the latest iteration of its campaign to encourage people to consider their local credit union for their personal loan requirements.
Created by award-winning creative agency, Target McConnells, it is the final piece of a new through-the-line brand campaign that credit unions have been building online and in out-of-home. The national TVC launched this week and will run for the next three weeks along with out-of-home, digital, radio and social.
“The brief was to position the credit union as the number one provider of personal loans, increasing loan enquiries and subsequent loans granted. Ireland has one of the highest levels of credit union membership worldwide with 3.5 million members. For many, joining the credit union is a rite of passage.” Says Enda Kelly, Target McConnell’s Group Business Director. “It’s the most trusted brand in Ireland. CXi Ireland has ranked credit unions number one in the country for customer experience for three consecutive years now. So with this campaign we want to remind members who haven’t engaged with the credit union recently, of the range of loan options available to them, and to convert the widespread positive sentiment towards credit unions into engaged and activated members.”
“The Credit ReUnion is an open invitation to anyone with a credit union account to come back and reconnect with their credit union, predominantly in the context of applying for a loan. The creative ambition with this campaign is to bring people back to their credit union. To remind all members why the credit union is more relevant now than it’s ever been.”
“Credit unions have always been an engaged member of the community, for the people rather than the profit. We wanted to maintain this very personal approach. So rather than launching with national TVC, we decided to appeal directly to one inactive member – Dan Byrne.”
“We started the search for this fictional inactive member in social media, with Pat Higgins, Head of the Department of Credit ReUnions, reaching out to Dan. This was quickly followed by national out-of-home seeking Dan. We had posters in credit union offices across the country leading to a hotline you could call with any information on Dan’s whereabouts.”
Emmet Oliver, Head of Marketing and Communications says, “Credit unions are very different to other financial institutions, in that we are not-for-profit, member-owned organsations, and are deeply embedded in the local communities we serve. We’re the original peer-to-peer lender. It was important for us to reflect these unique attributes by doing something different to other financial institutions. Humour and honesty were key factors in creating the campaign as well as maintaining a personal tone, speaking directly to our members. We have been delighted with the hugely positive response so far on social media, and we are looking forward to rolling out the campaign in the coming weeks and months.“
Credits:
Client – Credit Union
Head of Marketing and Communications – Emmet Oliver
Marketing Manager – Sinead Butler
Communications Manager – Kieran McDonnell
TVC – Credit ReUnion
Agency Credits, Target McConnells
Joint Creative Director – Karl Waters
Senior Creative – Sarah Burke
Copywriter – Ciaran O’Suilleabhain
Broadcast Director – Michael Cullen
Producer – Eric Brindley
Group Business Director – Enda Kelly
Account Director – Conor Thompson
Account Manager – Jade Findlay
Strategic Planning Director – Dr. Kenneth McKenzie
Strategic Planner – Tamara Conyngham
Director – Lorcan Finnegan
Production Company – Butter
Social – Credit ReUnion Teaser Films
Joint Creative Director – Karl Waters
Senior Creative – Sarah Burke
Copywriter – Ciaran O’Suilleabhain
Broadcast Director – Michael Cullen
Producer – Eric Brindley
Editing & Motion Graphics – Mike Mahon
Group Business Director – Enda Kelly
Account Director – Conor Thompson
Account Manager – Jade Findlay
Strategic Planning Director – Dr. Kenneth McKenzie
Strategic Planner – Tamara Conyngham
Social & Content Campaign Director – Clodagh Hynes
Social & Content Executive – Nicola Halloran
Director – Bob Gallagher
Production Company – Invisible Thread
