Don’t be surprised when your own dog starts barking along to a howling rendition of the University of Washington’s fight song as voiced by a pack of devoted UW Husky fans clearly overjoyed by BECU’s new UW Visa Credit card.
Understanding the ferocious devotion to all things Husky, BECU’s agency DNA saw an opportunity to introduce BECU’s new UW Visa Card with a different kind of spokesperson. The agency conducted a special casting call to BECU members, UW students and alumni as well as Seattle dog lovers to bring their four-footed canines to the UW for an opportunity to perform on camera in full bark mode. And just in case you can’t “hear” the actual words, the ad thoughtfully includes subtitles so you can bark along to the song.
In commenting on the idea, Kammie McArthur, Creative Director at DNA said, “UW has a fierce following in sports by students and alumni alike. We wanted people to know that carrying the new BECU Visa is one more way to express your pride. But who wants to watch a video about a credit card? Instead, we created the UW Dawg Choir and presented their rendition of the school fight song. For once in their lives, the dogs were able to bark their hearts out without someone yelling, ‘Quiet!’ It was pretty hysterical to watch the dogs react to Harry The Husky, the school’s mascot (or, to the dogs, a 6-foot tall canine who walks like a human). They couldn’t figure him out, even after trying to go around back and sniff his rear.”
The new BECU UW Visa Card will be introduced through digital and social channels beginning Thursday, September 3rd. The campaign coincides with the start of UW’s season opener Friday, September 4th against the Boise State Bronco’s. In addition there will be out of home, banners and a home page takeover on seattletimes.com and radio.
Fans will be urged to share photos of their dogs on the BECU Facebook page and to share through twitter and Instagram. Photos from the video shoot will also be shared socially.
“At BECU, we know Husky fans love to show their purple and gold pride, so we wanted to join in that team spirit to introduce our new Visa credit card,” explained Stephen Black, VP Marketing at BECU.