What kind of local campaign gets into the Super Bowl broadcast in Boston? With the launch of Adrenaline’s “Bank like a Big Wig” campaign, Workers Credit Union has seen record-breaking lift not only in the coveted consumer brand affinity, but also, and more importantly, new membership acquisition. Given the campaign’s outstanding success merely three months in, Workers Credit Union has elected to place the broadcast extension in the advertising industry’s most coveted placement, the Super Bowl.
It’s a hair-brained scheme from creative minds at the Experience Design Agency, Adrenaline. Partnering with Workers Credit Union in Boston, the agency created a fresh, funny, and effective take on banking. With branches across suburban Boston, Workers Credit Union wanted a distinctive campaign focused on service, while also overcoming any confusion associated with its name.
The result is Big Wigs born from the straightforward tagline “Bank like a Big Wig,” the campaign hilariously transforms its members from ordinary blue and white-collar workers into literal big wigs. The absurdity of massive, Victorian-era, powdered white wigs serves as the unique and effective visual device to instantly help the campaign stand out from the conservative, starchy art and copy typically found in financial advertising.
This head-turning campaign brought big wig results. The use of irreverent humor went against the grain of financial services advertising resulting in 664 new physical visits to a branch location in just one month alone. The media campaign consisting of video platforms, radio, outdoor, and digital display surpassed its goal by more than 26%. The website also got more traction because of the campaign with a year-over-year increase of 17.23%, almost doubling their average for the year. Just wait until the Super Bowl ad hits.
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