New iBelong Spots Strike More Aggressive Tone

HARRISBURG, Penn. – The Pennsylvania CU Association has unveiled a new series of TV ads for its iBelong campaign.

A 30-second spot is now up on the iBelong website (www.ibelong.org/About_iBelong_56.html) that’s a little more hard-hitting than previous iBelong campaigns, said Marketing Director Jay Young. “The commercials are more aggressive and include dialogue regarding banks,” he said.

The spots feature average Americans talking about the advantages of credit unions, such as “putting people before profits,” “respecting me” and “being a stable part of the community.” The gloves are coming off a little, stated PCUA SVP Mike Wishnow.

The iBelong campaign is a television, radio and Web-based campaign designed to increase consumer awareness of credit unions and their ability to join. That key message will stay the same. The TV spots hit the airwaves today, and will run the rest of the year. The league paid $250,000 to produce the commercials and will spend $1.2 million on air time. There will be limited supporting radio.

Coordinated with the launch of the TV spots, www.ibleong.org ties into the www.findacreditunion.com database to encourage consumers to take action and join a CU. The iBelong campaign also is licensed by the Illinois Credit Union League, the Association of Vermont Credit Unions and the Mississippi CU Association.