Case Study: American Airlines CU
www.AACUAboveandBeyond.com
Background:
AACU is one of the ten largest credit unions in the nation and open to employees of the Air Transportation Industry and their families. The Business Development department at American Airlines Credit Union needed to place their message in front of SEGs and prospective SEGs in a manner convenient and compelling for the target audience. There was also a need to educate members and prospective members about who the Credit Union is, the difference the Credit union makes and the benefits of joining.
Third Degree developed a series of videos that would educate the target about basic Credit Union philosophy as well as tell what differentiates American Airlines Credit Union from the competition. The internet became the delivery channel of choice to best intersect the target audience so Third Degree also developed a microsite to house the videos.
Campaign Goals:
- Encourage companies in the Air Transportation industry to partner with American Airlines Credit Union and offer their services as a benefit of employment
- Encourage individuals in the Air Transportation industry to take advantage of their credit union eligibility for all their financial products and services needs
- Educate people on the differences of credit unions, the benefits of joining a credit union and the uniqueness of American Airlines Credit Union
Micro Web Site
Creative Theme and Execution:
Third Degree developed a campaign based on the idea that AACU truly understands the airline industry and the people and that the Credit Union goes above and beyond merely offering checking accounts. The Credit Union cares about the lives of its members. The Credit Union's mission statement is to "touch the life of every member in a positive way." Third Degree combined this with familiar air transportation industry to develop the concept.
Four vignettes were produced and made viewable at
www.AACUAboveAndBeyond.com:
VIGNETTE 1: Life. Beyond your checking account.
The Credit Union Philosophy
VIGNETTE 2: Tradition. Beyond belief.
The History of AA Credit Union
VIGNETTE 3: Connection. Beyond borders.
The AA Credit Union Difference
VIGNETTE 4: Benefits. Beyond measure.
AA Credit Union Membership
Vignettes
