FOR IMMEDIATE RELEASE
Tech CU Wins Two Silicon Valley ADDY Awards
Honored for both its Integrated Advertising Campaign and Radio Advertising
San Jose, Calif. – March 2, 2016 – Tech CU (Technology Credit Union) today announced it has won a silver Silicon Valley Addy award for its integrated “Bank Happily Ever After” advertising campaign and a bronze award for its radio advertising. The American Advertising Federation’s ADDY Awards is the advertising industry's largest and most representative competition. The first phase in a three-tier, national competition, these local wins recognize Tech CU’s radio advertising and overall integrated advertising campaign as some of the very best in its market.
“We are thrilled to be recognized for our integrated advertising campaign and radio advertising,” said Kate Duggan, Tech CU’s SVP of Marketing. “With so many financial institutions and Fintech startups competing for consumers’ attention in the San Francisco Bay Area, we knew we had to create a powerful and unique campaign with clear, direct messaging to effectively rise above the noise and communicate our brand value in a way that resonates with the audience. Ultimately, we’re addressing consumers’ pain points — we’re large enough to provide all the access and convenience of a big bank, and small enough to offer exceptional, personalized service. And as a not-for-profit credit union, we have our customers’ best interests at heart. Those are the foundational elements of the campaign.”
Duggan, working with agency Michael Patrick Partners, created the Bank Happily Ever After campaign, which encourages consumers to question their current banking relationship and consider a new one with Tech CU.
A comprehensive, multi-channel campaign, the integrated advertising campaign spanned film, online display, outdoor, transit and radio — all strategically placed for optimal exposure within a limited budget. Underpinning the campaign are a few key points:
- Data show that Millennials, Gen Xers and Baby Boomers alike have negative perceptions of and trust issues with traditional banks.
- Consumers want to switch to a better banking experience; they just need some knowledge about other options and encouragement.
- Within 10 years, Millennials (ages 19 - 35) will be the primary consumers of financial services, and they are looking for disruption in banking — essentially a better experience.
The overall campaign was very successful — helping Tech CU boost membership by 8.5 percent and increase brand awareness in just nine months.
A subset of the integrated campaign, Tech CU’s radio advertising focused on helping consumers break up with their big banks, by offering up a host a breakup lines, including “it’s not me, it’s you.”
During the next phase of the competition, Tech CU will compete against ADDY winners from other local clubs in one of 15 district competitions. District ADDY winners move on to the third tier, the national stage.
ABOUT TECHNOLOGY CREDIT UNION
Tech CU is a $2 billion credit union serving more than 75,000 members throughout the San Francisco Bay Area — including employees of such companies as Tesla, eBay, Applied Materials, Nvidia and Facebook. A federally insured, not-for-profit organization, we put the financial interests of our members ahead of shareholder profit by helping members achieve their financial goals on their terms and by sharing the benefits of our growth. Founded in 1960 by a group of forward-thinking employees at Fairchild Semiconductor, today we continue to be an industry leader, providing innovative financial products for all stages of our members’ lives, including personal banking, wealth management, private banking, commercial lending and business banking. Tech CU consistently achieves a customer satisfaction rating above 95 percent and maintains a 5-star rating from Bauer Financial, the nation’s largest independent rating service for financial institutions. And, with mobile and online banking, 65,000+ surcharge-free ATMs worldwide (more than Chase, Bank of America and Wells Fargo combined) and convenient branch access to our financial experts, Tech CU makes 24/7 banking easy and empowering.