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CU System
What does Mazuma mean CUs ad campaign knows
KANSAS CITY, Mo. (4/1/11)--A new advertising campaign/contest by Kansas City-based Mazuma CU focuses on pronouncing the credit union's name to generate more awareness of the 62-year-old credit union. "Our team members are asked all the time, 'What does Mazuma stand for?' 'What does it mean?' and 'How do you say it correctly?" said Rob Givens, president/CEO of the $420 million asset credit union. The "Pronouncing Mazuma" campaign answers the questions using billboards, radio commercials, social media, and a microsite, www.saymazuma.com, as well as the Mazuma Mystery Box Challenge. The ads use a phonetic approach. Billboards prominently display: Mazuma [Muh-zoo-muh] with dictionary-style definitions of the credit union's products and services, such as Mobile Banking [on-ur-phone] and Better Experience [warm-fuh-zees]. "Mazuma" is Yiddish slang for "money," Givens said. The credit union's radio commercials portray a humorous play-on-words so consumers get the point: that Mazuma means money. The ads depict a member and friends exchanging quips such as "Put your Mazuma where your mouth is," and "Mazuma doesn't grow on trees." The ads end with the tagline, "Pronounced Better Banking," which declares Mazuma's commitment to a better banking experience. Mazuma's microsite provides more about the credit union's history, products and services, and the credit union difference. Its Mazuma Mystery Box Challenge displays a digital box with a random item locked inside. Visitors are asked to guess what's in the box. The site reveals clues three times a week to lead consumers to the correct answer. Winners of the challenge will win prizes such as an iPad, Xbox 360 or an iPod Touch. The contest ends April 15. "The contest is a way to interact with consumers and keep them coming back to the microsite to learn more about credit unions and more about Mazuma," said Givens. The campaign was created by Beyond Marketing LLC, said the credit union.
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