“Open Your Eyes” ready for re-launch after careful look at messaging
Thursday, May 14, 2020
Condition-sensitive updates to the awareness initiative include customizable social media post templates to assure consumers that credit unions are open, ready to help, and offer convenient access to money. (Image: Awareness Contributor HQ on CUNA.org)
COLUMBIA and RALEIGH—Credit unions’ Open Your Eyes to a Credit Union® national awareness initiative will start anew nationwide on Monday, May 18 following an eight-week pause to examine and refocus messaging, CUNA and the League shared in their Tuesday, May 12 quarterly call with Carolinas contributors. Meanwhile, focus groups will gauge relevant consumer sentiment regarding finances and financial services as annual benchmarking and brand-health research begins.
Initial activity will be strategic, allowing for optimization while building to full engagement in early June. Before the pause, 1Q 2020 activity had performed consistently, delivering more than 31.5 million impressions among North and South Carolinians for a total of 194.2 million since February 2019.
Among the shifts are selective reframing of existing creative to better engage with consumers and current concerns, and the addition of new, reassuring social media pieces contributors can brand for their own institutions. Previously effective but potentially tone-deaf elements such as “Feeling Stuck,” featuring a hamster in a wheel, and carefree member “Lucy” dancing through her credit union branch were shelved prior to the campaign pause March 20.
Presenting credit unions’ brand voice in relevant tone will aid in encouraging consumers to go forward and explore new opportunities, debunking myths, and highlighting the credit union difference. It also protects the positive perception of the campaign to date. Messaging over seven-and-a-half months in the Carolinas has led to nearly 64 million video completions, indicating target viewers that have seen messages in their entirety.
“Our collective work has been consistent and effective, and we are excited to bring Open Your Eyes to a Credit Union® back online. The environment has a Bank Transfer Day feeling, so this is a timely re-launch,” League President/CEO Dan Schline said, noting the League will engage a group of marketers in discussion of potential supplemental effort such as out-of-home media. “From the beginning, we have understood this as a long-term initiative that would allow for adjustments like these, and we are in it for the long haul."
Open Your Eyes to a Credit Union®, which is active in twenty-one (21) states and anticipated in a few more this year, is a category-level campaign directed to consumers who believe that credit unions are difficult to join or limited in providing convenient access to money. For details, visit cuna.org/awareness or reach out to League VP of PR/Communications Brandon Pugh at firstname.lastname@example.org or 803-732-8410.