Challenge
After facing year-over-year decline in new checking account sales, Security Service Federal Credit Union created Power Protected Checking, an account that combined standard checking features with identity theft protection and mobile phone coverage. Though Power Protected Checking received attention initially, sales began to plateau.
To increase account open rates, the new account needed to be distinguished from the other uninspired, same ‘ol same ‘ol checking accounts in the marketplace.
Solution & My Role
Identity theft and broken phones are common issues many of us face every day, but most checking accounts offer the same basic stuff that don’t address these needs. Power Protected Checking is designed to provide you protection and peace of mind for the needs of today. To put it simply, you can’t do today without it.
My Contribution:
Research & Competitive Landscape Analysis
Creative Concepts
Copywriting, Scriptwriting & Editing
Content Strategy
VO Talent Casting
To position Power Protected Checking as the solution to the needs of today, we created a campaign around personal data exposure and what life is like with a broken phone.
The campaign consisted of a series of traditional and streaming radio spots, videos, out of home, user-focused web pages and emails, social media, and a point-of-sale experience for the nearly 70 Security Service branches throughout Texas, Colorado, and Utah.
Results
Power Protected Checking accounts opened online each week increased by 68%. In branches, account openings also more than doubled from 14 per week to 32 per week.
