Case Study: ABNB Federal Credit Union
"Feel the Earn" Reward Checking

Background:

ABNB is a Virginia-based credit union with 49,000 members serving the Hampton Roads area for over forty years. Most recently, they wanted to launch their new rewards checking product with the help of Third Degree.

Campaign Goal:

Their goal is to drive new membership by offering one of the few, if not one of the first, high-yield checking products in their market.

Campaign Theme:

With this being a summer campaign, we decided to keep the visuals energetic, which was easy to do with ABNB's existing blue and yellow color scheme. Because their checking product was one of the first of its kind in Norfolk, we thought this was an opportunity to position ABNB as a strong forward-thinker with new exciting offerings.



"Feel the Earn" became a memorable and catchy call-to-action. Biceps, barbells, and an old-timey strong man graphic brought the campaign challenge to life: Why settle for wimpy checking?

Campaign Execution:

TV, radio, print, and outdoor promote the product to an external audience. The credit union's branch is a medium where promotions can have serious impact with members as well.

ABNB also uses their in-house video system, ATM screen messages, website and marketing emails to promote the product as well, but still focusing the message at new members.

The strongest endorsement of the promotion is that half-way through the summer push ABNB is already seeing an increase in new membership.