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More CUs offered Super Bowl ads
MADISON, Wis. (2/4/09)--More credit unions are reporting aired Super Bowl television ads to News Now. Heritage CU, Newburgh, Ind., broadcast 30-second spots during the Super Bowl XLIII--three spots during the pregame and two spots during the game, according to Lynette McClusky, Heritage marketing communications manager. The ad, “Fast Paced Life,” was designed to appeal to 25- to 40-year-olds, McClusky told News Now. The ad depicts consumers as they move through their quickly-paced daily routines. “We will be monitoring new members in this age group as well as increased product purchases from our existing members in this age group,” she said. “We will continue to run the ad in rotation with two other ads during our morning news schedule--10 spots per month--plus our cable schedule.” The ad cost $500 to produce, she added. Envision CU, Tallahassee, Fla., ran an ad that is part of a three-month campaign to acquire new members. The ad was one of three spots the credit union will use in the campaign, Al Hammock, Envision CU president/CEO, told News Now. The ad explains how credit unions are different from banks and leads viewers to the credit union’s website. “The campaign was created after we did extensive research using an online survey with members and a telephone survey with nonmembers,” Hammock said. “We wanted to take advantage of the credit union strengths during a time when banks are so shaky.” The spot cost $5,000, “but it was budgeted from the beginning. And considering the viewership, it was a good investment,” Hammock added.
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