SAN ANTONIO, Texas (5/8/13)--Security Service FCU, San Antonio, Tuesday launched two advertising campaigns: One targeting bilingual, bicultural members and a second focused on what great member service feels like.
The campaigns include television and radio spots and billboards showcasing expected and unexpected humor in life.
In the bilingual campaign, a father of the bride laments in Spanish that the cake his daughter wants "is bigger than my first house, the guest list is the phone book, and people are allergic to food--so we're serving every food." A Security Service teller reassures him in English, "You've planned and saved smart for this wedding. Everything's going to be fine." She then expresses her condolences that she won't be able to attend, prompting the gentleman to grasp her hands and say in English, "Bless you." .
In a second ad, a harried mom sitting in her minivan at the Security Service drive thru reflects on a recent date night with her husband, complete with flowers, champagne and "not a single chicken finger." A Security Service teller tells her she "can make it" until the next weekend's date, sending her some wet wipes through the pneumatic tube to mop up a drink hurled at her from the back seat.
The second series focuses on conveying the unexpected joy of being on the receiving end of great member service. Each ad begins with a Security Service spokesman trying to explain the credit union's great service: "Service isn't something you hear," he says. "It's something you feel."
One spot in the campaign then cuts to a child's birthday party. The birthday boy swings at a large pinata hanging from a tree in the backyard. But instead of candy falling out, a shiny, new pickup truck drops to the ground.
Another ad cuts to a scene of average-guy Gary approaching a romantic restaurant to meet Veronica, an out-of-his-league, website-made match. Slow music plays as Gary meets the tall, friendly beauty. She smiles and utters a line that no online dater who has had a brush with reality has ever heard: "Your profile picture doesn't do you justice, handsome."
"Yep, feels like that," each commercial concludes, cutting quickly back to the Security Service spokesman. The spot ends with the tagline: "Feel how banking's supposed to feel. Feel it for yourself, at Security Service FCU."
Fostering great member service is one of the three-pronged goals aligned with the Credit Union National Association's strategic vision for credit unions where "Americans choose credit unions as their best financial partner." For more information about the Unite for Good campaign toward this vision, use the link.
The ads are scheduled to air in three states: Texas, Colorado, and Utah.
To view the ads, use the link.