‘You Own It’ Declares BECU in New Campaign from DNA

By Published On: Aug 2, 20161.9 min read

SEATTLE. WA, AUGUST 1, 2016 – Today BECU unveiled a new integrated marketing campaign from DNA featuring the emphatic theme ‘at BECU you’re not just a customer, You Own It.’

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The new campaign boldly highlights the benefits of ownership and membership that significantly differentiate credit unions from banks, such as lower rates, no fees and member-owner status. The campaign features up–close, personal images and voices of BECU members who happily embrace the benefits of BECU. A montage of members smiling as a result of being a member of BECU also illustrates the diversity and connectedness of BECU members.

“At BECU we celebrate our members every day,” explained Stephen Black, Vice President of Marketing at BECU.

“While banks focus on delivering value back to their shareholders, we are delivering money right back to members in the form of savings and community giving. This new campaign leverages the voices of our members – their faces and stories – to demonstrate that together we own BECU, and together we can do great things. That is the credit union difference.”
Appealing to the values of today’s more socially conscious consumer was one of DNA’s key goals in crafting the new ‘You Own It’ campaign. You Own It purposefully reveals the inherent difference between banks and credit unions – from the very model of how the businesses are structured, to the values that each espouses.

“Millennials are values-driven and care deeply about what companies and brands stand for,” explained Alan Brown, Co-Founder and CEO of DNA.

“The campaign covers themes central to BECU’s philosophy and how membership makes all the difference. This gives this consumer something to buy into, not just something to buy.”
The new campaign comes as BECU nears 1 Million members and prepares to expand its presence in the Spokane market in the fall. Currently BECU is the fourth largest credit union in the United States with $15 billion in assets and more than 950,000 members.
The new ‘You Own It’ campaign will begin running in the Seattle DMA beginning August 1, 2016 on television, radio, out of home, print and online channels as well as through social media. A brand introductory campaign will launch in the Spokane DMA in October 2016, supporting BECU’s expansion in the area.

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