HOW PROFOUND COMMUNICATIONS AND CORE ONE CREDIT UNION CAPITALIZED ON THE NATION’S "MILLIONAIRE" CRAZE TO PROMOTE CREDIT UNION PRODUCTS:
Core One Credit Union faces consistent competition from banks related to product offerings and awareness. Believing that Core One offers the best value in financial products, the credit union sought to bring greater awareness to its auto loan refinancing, Core Checking and Flex Term Share Certificates.
Profound Communications developed an entire campaign around the 1999 television phenomenon "Who Wants to be a Millionaire?". The campaign featured a contest that awarded its winner the interest from $1 million dollars for one day. The winner would see the money deposited in his or her account and earn the interest on the funds for that day. The money was then withdrawn. The campaign included snappy verbiage related to the hype of the "Millionaire" show, with headings that included "the final answer," "our hot seat is waiting," and "have the fastest fingers?". The design also featured graphics similar to those used on the "Millionaire" program. You could almost hear the theme music playing in the background as you read the direct mail piece.
The complete campaign included direct mail, lobby posters, statement inserts and web banners. The direct mail campaign was targeted to those individuals who are eligible to join the credit union but who are not currently members as well as current credit union members.