i Luv Richmond Auto Loan and
Membership Campaign

Call Federal Credit Union, Richmond VA

 

Challenge

Call FCU added a large underserved area of Richmond to its FOM where the credit union was largely unknown to prospective members.

 

Strategy

This campaign focused on auto loans since they’re much easier to understand than membership concepts. Call Federal had the lowest rates in the area, and the credit union already had a widespread indirect lending program in place. The iLuvRichmond campaign connected the Credit Union to its community in a fun and unique way using the iDude in photos of local landmarks.

 

Implementation

To capture email addresses, potential members were sent to the iLuvRichmond.com web site to enter a drawing for a weekend get-away at a local landmark, the Jefferson Hotel. Potential members could also view pictures of Richmond landmarks and even download the iDude mascot image to add to their own photos.

 

The campaign had many different elements: direct mail, outdoor, POS materials and artwork, television, all with the same theme – “Making Richmond more Beautiful, One Car Loan at a Time”

 

Other Markets: We adapted this promotion for Cabarrus, NC, using local photography unique to that market with similar messages.

 

Results

The credit union brought in over $8 million vehicle loans in 3 months. The month they launched the campaign, the credit union tripled vehicle volume over the previous year.