IBMSECU (NOW ITHINK FINANCIAL)
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FAIRWINDS Credit Union wanted to highlight their mortgage services, positioning the firm as the best value for new or refinanced mortgages. After deep research into their mortgage line of business, our team developed a strategy to not only attract new members for mortgages, but also retain and strengthen relationships with current members through the Less Is More campaign.
We crafted a fully integrated mortgage campaign, including radio and television spots, display banner ads, direct mail pieces and additional out-of-home advertising.
For the out-of-home component, we took advantage of new radar technology within highway billboards that allow custom pre-loaded messages to change their display depending on the speed of traffic. When traffic was moving at or above the speed limit, the billboard displayed a short message; however, when traffic slowed down, the creative shifted to lengthier and more comprehensive messaging, as the audience had more time to process while sitting in slower rush hour traffic.
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