Former EDS CU InTouch With Rebranding Commercials During Dallas Cowboys Games

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PLANO, Texas – InTouch CU, formerly EDS CU, is launching four new branding 30-second TV spots featuring member testimonials that will debut during preseason games of the Dallas Cowboys.

The long-time credit union for Electronic Data Systems employees underwent a makeover last year, first with the acquisition of its main corporate sponsor by Hewlett-Packard, then with its entrance into Nevada with its purchase of Ensign FCU, a failed Las Vegas credit union, prompting the change to a new name in February.

The Cowboys TV spots, which use a storytelling approach to build the new brand, were produced by Dallas ad firm CultureLab, which has been working with the $870 million credit union for two years on its outreach to young members. As a result, there also will be an online component to the campaign, with a heavy Facebook focus.

The new TV spots feature three InTouch members and one employee who tell their stories of positive interaction with the credit union and fellow members.

“In an era where consumers are so much more informed and empowered it is important to have strong and consistent brand narrative,” said Kevin Walker, managing partner of the ad firm. “With InTouch we have a great opportunity to start the narrative off right by letting the credit union members and employees set the tone and articulate what makes InTouch such a great credit union.”

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