BECU: U Own It

BECU, a credit union, increased membership in the US by creating multimedia ads featuring real staff and launching with the tagline You Own It to highlight the union's core difference from banks.

Campaign Purpose

BECU is the 4th largest credit union in the country. Today, BECU competes with the country's largest and most aggressive global banks. And while most people don't love their bank, they definitely know what a bank offers. The large global banks have built awareness by spending billions of dollars, have extensive retail networks and innovative digital and mobile products. The same can't be said for credit unions. Consumers don't understand that credit unions are member owned, or the benefit of this model. As such, BECU is misunderstood and is rarely the first choice. BECU is also outspent more...

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