Case Study: Tinker Federal Credit Union
The SaveAbles Kids Club
Background:
Tinker Federal Credit Union wanted a new character to teach kids aged 5-10 about the importance of saving. They were using a pre-packaged program for over ten years. That program was outdated and TFCU needed something more relevant to their growing audience.
Campaign Goal:
TFCU turned to long-time marketing partner Third Degree to develop a new, unique character that would appeal to children. Part of the mission project was to ease kids (and their parents) through the transition from a pre-packaged branding to TFCU's mascot and theme.
Campaign Theme:
We sketched and developed many different concepts for a central mascot before settling on Save-A-Tron 5000, a robot made from bits found around the house.
When creating a character for this kind of program, it's also important to develop the world around them. Here are a few important things to know about Save-A-Tron
You'll usually find Save-A-Tron working on some project or another in his tree house. (Where he has a special place for everything, of course.) Looking for lime colored bottle tops? Fifth jar on the left, thank you very much. Assorted acorns (with their caps still on, please?) That would be box number twelve and three quarters, right by that crate labeled "lost left socks."
We did focus groups with children to see if they felt a connection to the Save-A-Tron concept. They contributed their own interpretations of the friendly robot.
Save-A-Tron is friends with the SaveAbles, three characters who help him teach kids about saving. Penny has a head for numbers. Piggy likes to shake things up. Boxy keeps your stuff safe. They even have a SaveAbles chant:
Find a penny, pick it up.
All day long you'll have good luck.
Find a bauble, bit, or string.
Make it in to anything.
Save it in a jar.
Save it in a box.
Put it in your piggy bank.
Saving really rocks.
SHAKE IT! SHAKE IT!
D-O-O-O-O-N-T BREAK IT!
Campaign Execution:
To transition into the new campaign theme, we created a postcard for all current members of the kids club. This was a message from the previous character, having gone off to explore the galaxy in a spaceship built by Save-A-Tron.
TFCU was most excited about offering a whole new interactive element for their new kids club. This includes a microsite complete with online games and resources for teachers and parents of kids in the age group.
The full Save-A-Tron mascot costume is the centerpiece of the new kids club brand. He makes appearances at back-to-school activities and community events. He's a hit with kids at financial education workshops in elementary schools. Soon, he'll make more appearances at kid-friendly places like local museums.
TFCU is excited about having its own cast of unique characters for their kids club. Plans are underway to add even more content to the website and collateral pieces. The ultimate goal: Teach the importance of saving at an early age, so those smart habits last a lifetime.