SEATTLE—Before a number of consumers even got a glimpse of the advertising inside the Seattle Auto Show earlier this month, they were learning all about Sound Credit Union outside.
The $1 billion CU pedaled its way around the fact it was not a sponsor inside the big auto show, like its much larger counterpart, the $11.5 billion BECU. In a guerilla marketing effort, SCU used a fleet of branded pedicabs that gave free rides to car enthusiasts to and from parking facilities and the auto show at CenturyLink Field—a roughly 10-minute commute.
During that time Sound CU "ambassadors" driving the cabs talked about the credit union difference and pitched a 2%?cash-back offer on any auto loans refinanced at the show.
Headlines on the pedicbs said: "Score enough dough to turbocharge the mini-van." The CU reported that its pedicab fleet made 450 rides.
"BECU had exclusive rights to the show and they are much bigger than Sound, so this is one of the things the credit union has to do to get its name out and products seen," said Forrest Healy, principal at Frank Unlimited, the Seattle-based marketing firm behind the effort.
Healy said it will take a while for the refi loans to roll in, and therefore time to gauge results. The CU used the same approach a few weeks earlier at the home show at the same location. SCU is based in Tacoma, Wash.
