Banking is one of those life necessities that can feel operational. There are many options, and to an everyday consumer they can feel similar. In 2024, we aimed to strengthen ICCU’s positioning by giving consumers a way to look at banking as part of the bigger picture of life. As a deeply friendly and personal credit union, Drake Cooper and the ICCU team worked together on our latest effort focused on: “Looking After Your Daily Balance.”
Between obligations and aspirations. Buckling down and letting loose. Earning and enjoying ourselves. Throughout the campaign, we created a wide variety of snapshots and stories of balance, uniquely defined by each individual person. And how ultimately, it feels good to do your banking with a credit union that is rooting for you and cares about your whole self.
Where possible, we crafted campaign elements that were strategically related to the audience. Sports sponsorships and New Year’s Eve events brought tailored messaging to life, and billboards presented an opportunity to strategically place messaging near the most relevant environments and imagery.
Our simplified three diagonals version of ICCU’s logomark elevated brand memorability as well as providing an anchor point to demonstrate equilibrium between life’s realities. Our omnichannel approach brought the campaign to life across several media types. A hero anthem piece, “Daily Balance,” used wordplay and match-cutting techniques to demonstrate balance, while persona-specific spots like “Getaway,” “New Additions,” and “Goals” were rolled out throughout the year with narratives tailored to different life stages. Billboards, social media, and digital media extended the campaign’s playful tone, and the full campaign reinforced ICCU’s role as a trusted community partner across Idaho and Eastern Washington.
