'Think Beyond The Bank' Effort Is Updated

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Digital Credit Union here is rolling out a new campaign that builds upon the "Think Beyond the Bank" effort it launched last Fall. Created by Boston-based Cronin-Wallwork Curry (CWC), the new initiative, which includes two 15-second television ads, radio, print, direct marketing, web and point-of-purchase components, highlights DCU's "2nd Chance Car Loan" and touts the savings to be realized by refinancing auto loans with DCU. The television work will break first, followed by the other campaign components later this spring.

"The creative strategy employed in these two spots is straightforward and is meant to simply communicate DCU's service benefits," said Jack Wallwork, co-creative director of CWC. The campaign will run in three cycles throughout the year in Massachusetts and New Hampshire.

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