FCCU Freezes Out Its Old Brand

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BISMARCK, N.D.-First Community Credit Union here has found a way to get its name in the news-by forcing a worker to put up its billboard in weather as cold as 40 below zero.

But the credit union's no dummy-the worker is.

Passersby who have seen the billboard, above, have made calls to local dispatchers, newspapers as well as the sign company to check on the man who seemed to be freezing to death. The worker is just a mannequin.

The billboard was put up to introduce a new logo that First Community Credit Union is launching this month. "We hoped that it would grab people's attention when driving by," says Janna Bergstedt, Marketing Manager for First Community Credit Union. "It did exactly that and more."

The concept was developed by ad agency, Red Plum Media, and has been a hit receiving attention from local TV and newspaper media.

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