TEG Federal Credit Union
A bank lending campaign that makes a customer feel wanted, not rejected
CAPTURING CUSTOMER-POSITIVE SERVICE ON VIDEO
TEG is not a bank and wants to be known as something much better than a bank. A lending institution that prides itself on not rejecting customers when they apply for a loan. Ashworth realizes that the feeling of rejection is painful to bank customers and searched for a bright and fun video to draw attention to how much better TEG’s service is compared to a competing financial institution. The boy meets girl, girl rejects boy, boy meets other nicer girl scenario was light, memorable and made its point very effectively.
REJECTION HURTS CAMPAIGN THEME DRIVES CUSTOMERS TO A LANDING PAGE
Go Gladys has been active in tracking results to marketing campaign for nearly 10 years. As soon as we engaged in using the internet for marketing, we were thrilled to be able to show our clients absolute results from the creative. For TEG Federal Credit Union, we created a landing page that echoed the “Rejection Hurts” theme and offered a series of engagement techniques to give customers good reasons to move ahead with their relationship with the credit union. Like a series of “Loan Mythbusters” which helped de-mystify and reduce the fear element in loan application.
CAMPAIGN ORCHESTRATED IN VIDEO, PRINT, OUTDOOR AND MORE
A good idea should work in every medium. If it is simple, direct and easy to remember, you are on to a winner. Our “Rejection Hurts” played to a familiar emotion, one that almost everyone has experienced. Being rejected by a potential partner is embarrassing and annoying. And when it’s a financial institution that you want to have a relationship with, it’s positively maddening. By spoofing romantic relationships that have gone awry, TEG drew attention to the fact that they are determined to make their customer relationships work.
