SAN DIEGO-"Big Bankers" invaded the beach here over Labor Day weekend.
Or at least they did in TV spots from San Diego County Credit Union, which has been running a series of television commercials this year featuring "big bankers" and their love of high fees.
In the most recent spots, the "big bankers" were half-dressed for the location as they had on plaid board shorts; but they also were decked out in dress shirts, coats and ties. The most eye-catching element of the display was the picket signs the bankers carried, which were emblazoned with slogans including, "My Big Bank Account Thanks You," "Caviar Doesn't Grow On Trees," "High Fees Are Good For My Bottom Line," "Customer Service Is So Yesterday" and "Money! Money! Money!"
Teresa Halleck, president and CEO of the $5.2-billion credit union, said it was as if, "the characters came to life right off the TV set and onto the beach." The "stuffy bankers," she added, "can't even relax at the beach."
The latter is a takeoff on one of SDCCU's TV spots, which features a young women going into a bank branch. No matter what she says, the banker she is talking with replies, "money money." According to Halleck, this particular tagline has entered the local lexicon.
"We have had people tell us staff at banks will say 'money money,' showing they have seen the commercials and are trying to make light of it," she reported.
Halleck and several other representatives from SDCCU were incognito at the beach event, watching the "big bankers" wave their picket signs as they marched up and down the sand. She observed a boy who appeared to be about 10 years old say "money money" unprompted when the actors went by him, which "made my weekend."
"It has entered into the language down here, which is the ultimate goal. People think the entire campaign is hilarious, and those who were on the beach thought it was funny. We did this to reinforce the advertising campaign. We want to make people stop and think-if they are at a big bank, why are they still there?"
San Diego County CU's latest ad is set in a board room and the "stuffy banker leaders" are getting excited about the new fees they are preparing to roll out. Three spots have been in rotation on local TV since the beginning of the year, with numerous billboards in the area that have graphics that tie back to the campaign.
Picture Contest
Beachgoers who witnessed the "big bankers" over Labor Day weekend were invited to participate in a contest. People were asked to submit photos or videos of themselves with one or more of the "bankers," with a chance to enter a sweepstakes for a $1,000 cash prize.
"We are reminding consumers they have choices in the market and we are not a big bank-we are much better than a big bank-and the contest just makes it more fun," Halleck appraised. "We are looking for interesting pictures that capture what the initiative is all about. Some of the ones that have been posted so far are pretty funny."
The awareness raising appears to be paying off, as Halleck said numerous people have cited the commercials when they opened new accounts at the credit union.
