In the financial services industry, being a member-owned credit union used to make you an also-ran. Today, thanks to a sound strategy and a popular and highly effective campaign, BECU has become the most preferred banking brand in Western Washington, and one of the fastest growing institutions in the country. But after four years, it was time to freshen our message and create the next chapter in a remarkable success story.
Members truly love BECU. They love the service, the value, and what we stand for. And they share those sentiments every day in letters, through face-to-face conversations, and on social media.
When you’ve got something like that going for you, why let advertising get in the way?
Share is the BECU brand as voiced by its members. The result is a smartly integrated campaign that’s fresh, honest, relevant, and as charming as the people themselves. And in a category full of sameness, the authenticity of our message truly stands apart.
While it’s still too early to see measurable results, this campaign has big shoes to fill. Our previous work for BECU managed to unseat the most entrenched brands in the industry, and the most powerful institutions anywhere. We also convinced nearly 500,000 traditional banking customers to switch – and the vast majority of those new members now consider BECU their primary financial institution.