Repeat Victory: Focus On Campaign Wins Two Best In Category CUNA Diamond Awards
In partnership with Liberty Savings Federal Credit Union, Prager Creative recently won Best In Category at the CUNA Diamond Awards for the FOCUS ON campaign in two categories: Complete Campaign and Outdoor. The Diamond Awards are the most prestigious honor for marketing, advertising and branding work within the credit union industry. The competition is conducted annually by the Credit Union National Association (CUNA). Out of 1,278 entries submitted, only 86 submissions were recognized with Category’s Best distinction.
Located in one of the hardest hit areas by the COVID-19 pandemic, Liberty Savings Federal Credit Union knew its latest brand awareness efforts needed to do more than simply promote its reputation—the messaging needed to inspire. The FOCUS ON campaign is successful on two levels:
1.) Spread a message igniting optimism while addressing pandemic struggles
2.) Emphasize what Liberty Savings has always stood for: building better financial futures for all people
The FOCUS ON Campaign underlined the exact beliefs that make Liberty Savings unique. Its leadership sees empowerment as the key to building a better tomorrow for everyone. When members and their communities alike needed a leader, Liberty Savings rose to the challenge.
“It’s a privilege to help Liberty Savings share its mission with members and neighbors alike. These two Best in Category Awards prove that the most dynamic credit union campaigns are the ones that focus on the distinctive role these institutions play in members’ lives,” said Ben Prager, Creative Director and Founder of Prager Creative.
As an industry leader known for its poignant insights across many market sectors, Prager Creative partners with credit unions across the U.S. to elevate each institution’s unique history and brand positioning through traditional and emerging media. Interested in finding out more about their background, process and partnering together? Please get in touch.
Check out the FOCUS ON campaign below.
FOCUS ON THE COMEBACK
No matter what the world has looked like over the past 70 years, our credit union has stood strong. We make building a better tomorrow easier with competitive rates, low fees and unrivaled customer service. As a nonprofit institution, we answer to our members—not shareholders. We take pride in using our profits to lower costs for you while ensuring a stronger future for the entire community.
The FOCUS ON campaign ran across diverse media:
TV & OTT (Over-The-Top) Commercials: Video commercials were included in the 2020 media schedule, in part, as a strategic reaction to the COVID pandemic, since we anticipated that TV consumption would increase. Select cable TV systems were utilized to cover very specific geographic areas. In addition, OTT complimented the Cable TV, adding audience reach and frequency in key zip codes surrounding LSFCU’s branches. Spanish-language versions of the creative were featured on networks and programming catering to Latino audiences. Two cable buys through Altice and EffecTV, delivered a total of 575k adult 25-54 impressions via 3,300 announcements on networks like, but not limited to: CNBC, CNN, TBS, TLC, TV Land, FOX News, Cooking Channel, Discovery and Galavision. The OTT portion of the campaign garnered 25k impressions over an 8-week flight. It received a 0.5% CTR, which is commendable, given that the majority of impressions were generated by individuals viewing a smart TV, not a computer or mobile device.
Print: A full-year print effort communicated on a very local/neighborhood level via community newspapers and local lifestyle-oriented magazines. Five magazines: Jersey City Magazine, 07030 (Hoboken Magazine), Bayonne Magazine and The Digest with a combined circulation of 100,000 were utilized. The community newspapers delivered over 2,200,000 Adult 18+ impressions.
Billboards: The first bulletin was located at the Holland Tunnel ramp, prior to offices closing in NYC due to COVID. Its is estimated that nearly 100k vehicles pass through the tunnel between New York City and New Jersey daily. The billboard garnered over 529,000 Adult 18+ impressions per week.
Public Transit: Interior train posters ran on local commuter trains, specifically the Hoboken Line of the NJ Transit Light Rail system. Placement provided coverage for LSFCU’s northern-most branch. Strong media negotiations led to a highly efficient schedule of interior bus posters on the NJ Transit Bus Network covering all of Liberty Savings’ branches.
FOCUS ON BUILDING MORE
When you invest in your home, you invest in yourself. A low-rate mortgage is one of the smartest ways to secure a stronger financial future while giving yourself the freedom to live in the moment today. Whether you’re looking to refinance or buy your first home, we’re ready to help with flexible, competitive rates and low closing costs.
FOCUS ON THE ADVENTURE
If you’re looking for a new or used car, we’re here to get you out on the open road quicker. With fast approval, competitive rates, and zero payments for 60 days, you could lower your monthly auto payments sooner than you think.
FOCUS ON THE FUTURE
We believe a financial statement should be more than just a bunch of numbers on a piece of paper. It should be the physical proof that your dreams are coming to life. Whether you’re looking for no-hassle checking and savings, low-interest loans, or superior mortgage and home loan products, we’re committed to providing the best solutions tailored to your individual goals.
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