Arizona Federal — TV w/Leslie Nielsen
Arizona Federal is a $1.6 billion credit union with 210,00 members. The financial institution features 23 branches throughout the greater Phoenix region.
Research confirmed that the state of banking was painstaking for most consumers. Unnecessary fees. Unforeseen charges. Unhappy customers. Focus groups uncovered that Arizona Federal was actually the opposite of banks and rather easy to do business with.
With his strong Q-Rating score that crossed all of Arizona Federal’s diverse demographics, Leslie Nielsen was chosen as the ambassador of the brand. The star of “Airplane” and “Naked Gun” was a perfect match with his characters always turning simple tasks into difficult situations. The creative strategy was that if Leslie discovers how easy it is to bank at Arizona Federal — than anyone can. People caught on. They were entertained, but more importantly, educated. Soon after the campaign launch, membership grew by 12 percent.