Defining banking that works
Working – on multiple levels
With a new tagline that played off the credit union’s name, “Banking that works,” came the perfect opportunity to resonate with Workers’ stakeholders and members on multiple levels. The first challenge was to script an internal video explaining what it meant to be an employee – to be a “Worker”.
Making meaningful connections
In order to leverage the position internally and externally, we created a messaging platform that drew connections between members working hard for their money, and Workers employees working hard to help members.
Bringing a personal touch
Kicking off the campaign with the internal video showcasing Workers employees’ dedication and commitment was key. The video was used at an employee-wide event, during brand workshops, and is posted on their intranet and website. Idea Agency then rolled out the rest of the communications focusing on meaningful life moments, thoughtful lines, and Workers’ personal touch. The campaign consists of TV, print, and radio advertising as well as a digital programs, in-store executions and more.
A campaign that works
Internally, the employees fell in love with the brand video which brought a sense of pride, purpose, and celebration to what they do on a daily basis. The project has just rolled out externally and will continue to build on a daily basis.
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