CUDL Close-Up Campaign
CUDL provides point-of-purchase lending to the credit union community, and is the nation’s largest point-of-sale and indirect lending network for credit unions, serving over 20 million credit union members.
Create a dual-purpose campaign that targets both Credit Union CEO’s and auto dealership principles. Educate each party on the benefits of CUDL. Convince the two demographics that they need to work together, through CUDL, so that they can mutually benefit.
Developed an interview-style, educational advertising campaign to showcase Credit Union CEOs and Dealership principles, inquiring about their personal and professional successes and, ultimately, how CUDL increased their auto loan volume. The campaign (currently in its third successful year) includes a microsite housing all the video interviews, as well as online display ads on relevant media channels. Print advertising placement consisted of “bookend” ads (one on the left and one on the right of a magazine spread). The relevant learning and informational messages helped captivate consumers as the ads constantly ranked amongst the top three in readership surveys.
Concept, copywriting, creative direction.