The objective of this campaign for Croí Laighean Credit Union was to reinforce the Croí Laighean Credit Union brand ID, which had only recently been developed. The aim was to position the business as the number one local provider for loans of all types in the communities of its members.
To create an overarching campaign that would position the brand as a trusted and competitive source of finance for personal loans in the first instances - such as car loans, home improvement loans, celebration loans, student loans etc.
The campaign needed to be distinct - there are a lot of loan providers in the market with priced-based advertising - and to include the essence of the Credit Union ethos, which is community member-based lending with a personal service.
We created the ‘Tear of Joy’ campaign. The creative focused on the emotional benefit - the ‘Joy’ - of receiving loan approval, say to buy your first car, get your new kitchen, celebrate your wedding with friends, etc. In addition to the master campaign we also ran a highly focused campaign for the Clane branch based on the copy line ‘The People of Clane Deserve Great Credit’. The burst style execution was designed for maximum impact with geolocated digital, OOH (local to key Croí Laighean Branch Offices), local print and DM.
The focused nature of the campaign led to large increases in web traffic & enquiries, phone enquires and branch traffic increases over the period. The digital activity out performed industry standard KPIs and because of the burst activation, the new brand has been positioned at the heart of community lending. Croi Laighean Credit Union continues to grow, as does its member activities, with product-focused variations of the campaign being rolled out over the year to keep things fresh!