SAN ANTONIO (12/27/11)--Security Service FCU, San Antonio, has launched a new ad campaign that uses humor to emphasize the credit union's focus on member service.
The ad features two quirky "employees" named Jimmy and George who are determined to shorten the credit union's name to "Service." The duo yuks it up by breaking signage, painting a billboard and rearranging lobby furniture--all in the name of "service."
The multi-media ad campaign--designed by Austin-based Proof Advertising--includes TV, radio, outdoor, and the web complete with a Facebook page, an interactive online game and a landing page that features the two characters changing the credit union name.
The goal of the campaign is to build brand awareness and to attract the attention of a target audience ages 25 to 44, said Greg Stroud, Security Service vice president of sales and marketing of the $6.5 billion asset Security Service.
"Our target audience is inundated with more than 5,000 marketing messages a day so we decided to break from the traditional and move toward engaging them with humor that both surprises and entertains," Stroud said. "The overall campaign encompasses a variety of media using the same two misguided, but well-intentioned characters, to deliver our message about great service."
Radio and TV commercials are airing in San Antonio and will eventually expand into the credit union's other market areas in Texas, Colorado and Utah.