LAS VEGAS — Gesa Credit Union won the Diamond Best of Show Award — the highest honor in the CUNA Marketing & Business Development Council's Diamond Awards competition — during the Council's 22nd annual conference here.
Gesa CU, a $1.4 billion credit union based in Richland, Wash., was honored with the Diamond Best of Show award for its campaign, "My Gesa Story." In May 2014, Gesa launched the testimonial-based marketing campaign to "humanize" its brand. In eight emotional videos, real-life members explain — in their own words — Gesa's important role in reaching their goals of owning a house, going to school, starting a business and pursuing their dreams.
Print, digital, radio and television "My Gesa Story" ads were placed throughout the community, which the CU said led to member and loan growth.
The CUNA Marketing & Business Development Council said this year's Diamond Awards competition received 1,055 entries. Six credit unions won Best of Show Awards, 88 won Category's Best Awards and 236 won Diamond Awards.
In addition to Gesa, other 2015 Best of Show honorees were:
Color Award for Brilliant Use of Art: $1.1 billion First Entertainment CU, Hollywood, Calif., was awarded the Color Award for Brilliant Use of Art for its Annual Report submission. The CU, which serves more than 70,000 members of the entertainment industry, wanted its annual report to reflect its members' creativity, love of the industry and sense of humor. Drawing on inspiration from old-timey travel posters from the 1930s and 1940s, Pinterest, Etsy, auction sites and collectors groups, First Entertainment created unique custom-illustrated posters.
The distinctive report design reportedly prompted members to request additional reports for decorative use.
Cut Award for Most Edgy: $101 million ANECA FCU, Shreveport, La., won the Cut Award for Most Edgy for its "Swagger Boost" music video. ANECA produced "Swagger Boost" to promote brand awareness and emphasize the correct pronunciation of its name. ANECA also used this video as an opportunity to reach out to younger members, connect with potential members and launch their social media initiatives. To increase its community reach, the video was produced locally and starred ANECA members, staff and their families.
Clarity Award for Most Sentimental: Gesa CU also won the Clarity Award for Most Sentimental for its "Sarah's Story" video. The animated video, part of its "My Gesa Story" campaign, starts with Sarah saying "I have a story to tell you." During the video, Sarah explains how important her home is to her family. After struggling with infertility, the meaning of home meant more to Sarah than it does to the everyday person. With the help of Gesa, she was able to fund her first home. The video concludes by revealing Sarah saying "This story is true. It's about me, my family and Gesa Credit Union."
Carat Award for Greatest Impact: $747 million iQ CU, Vancouver, Wash., won the Carat Award for Greatest Impact for its "We Mustache You To Join iQ" campaign. CUNA said the CU regularly uses fun, quirky advertising campaigns, and in this case used a sense of humor to target a young audience.
iQ built a highly visible membership campaign around the "We mustache you to join iQ" message. The campaign used television and transit ads, as well as social media and guerilla marketing tactics to get the word out. One of their most creative techniques was putting mustaches on the front of buses. The campaign resulted in almost 2,000 new memberships.
Best Use of Humor Award: Tigers CU in Columbia, Mo., which operates as a division of $160 million West Community CU, O'Fallon, Mo., won the Best Use of Humor Award for its "Tigersquirrel" mascot. Tigers CU, which serves University of Missouri students, alumni and faculty, created the Tigersquirrel mascot as a creative way to attract student members. The Tigersquirrel merges the university's beloved mascot — Truman the Tiger — with the image of the popular, friendly squirrels that are so prevalent on the Mizzou campus. The Tigersquirrel is used in all Tigers CU marketing and social media efforts, makes appearances at special events and is available as a stuffed toy for purchase.
The Diamond Awards honor credit unions in 29 categories, ranging from direct mail to website marketing to public relations to social media. Judges evaluated entries based on strategy, design, production, creative concept, copy, communication and results.
A complete list of award winners is available online at
