San Diego County Credit Union
SDCCU received some good news and bad news from the focus groups.
The good news was that some of the ads were testing well. The bad news was that they were from the previous campaign. The campaign airing at the time was centered around Tina, the friendly, excitable, expressive Superfan of SDCCU. Our assignment was to combine Superfan Tina with the “Big Bankers” from the previous campaign whose only words are, “Money.”
But how do we have a Superfan of the brand interacting with the competition?
The solution that Art Director Ashley Caballes and I came up with was to show how Tina came to be a fan in the first place, with flashbacks of her pre-SDCCU banking experiences. It’s a problem/solution approach made more interesting by bringing to life common feelings customers have about big banks.