KEEP YOUR COFFEE
A new kind of campaign
Most financial experts preach that the virtues of saving money by giving up small indulgences, frequently using the example of espresso coffee. SMCU set out to explain that not only is this not the best strategy for saving, it is oblivious to the Seattle way of life. We reached new audiences with a message about the potential of saving money with a refinance loan in a fun, fresh, relatable way that flipped the “cut your latte” message on its head. Seattle agency Super Frog Saves Tokyo produced one live TV spot and one beautiful animation, with voiceover by me.
We were humbled by all the praise and attention the campaign received at NCUA’s Spectrum Awards that year:
“Seattle Metropolitan Credit Union’s java-themed campaign won first-place awards for branding and cross-media marketing and earned an honorable mention in online/new media. That prompted organizers to include coffee beans among the table favors and to start a new conference tradition — the Spectrum Cup — which will bear Seattle Metropolitan’s name and live in the Emerald City until next year’s awards dinner… one judge said. ‘You guys nailed it.’”
A new kind of award
Deliverables
Coordinated campaign
TV
Digital
OOH
Details
Role: Creative Director, Copywriter, Voiceover
Vision: Break away from boring financial education content with a true-to-Seattle campaign that rejects the conventional wisdom of sacrificing your daily latte.
Results: 73K YouTube views, 11K micro site visits, 11% YOY increase in members, 17% YOY increase in overall auto portfolio
Awards: Spectrum First Place, Branding; First winner of “Spectrum Cup” award
A Caffeinated Microsite
Thousands of visitors poured into the microsite from YouTube, bus ads and digital ads, to find a robust resource with information about how to save real money by refinancing auto or home loans or consolidating credit card debt.