Premier Members Credit Union Shows How to Actually Grow Money in Latest Campaign

Jun. 26, 2023

Advertising agency Fortnight Collective has created its latest round of creative work for Premier Members Credit Union (PMCU), an extension of its "Artisans of Banking" campaign. The spots focus on core branding while promoting a specific product offering. Fortnight won the financial institution’s business in 2018 and is PMCU’s Creative AOR.

Money doesn’t grow on trees today, but the commercials show people literally practicing gardening tactics on their green as if this constituted a retirement plan. In one, a woman is digging up a box of cash from her backyard with a trowel. When the shot widens, we see that the whole yard is riddled with holes where it appears she has excavated her life savings. In the other, a man gets frustrated when he doesn’t get results after planting some bills in a ceramic pot and dousing it with water. Along with these 30-second videos, PMCU also created a pair of :15s and :06s cutdowns along with radio executions.

"After years of spending, it’s time to grow your own money," a narrator explains before adding that PMCU tends to members’ money by "giving it plenty of attention as well as great rates."

The offer is for a 5% APY on the first $2,000 with its money market savings account. The spots will break regionally this week [6/1] in the Denver metro, Boulder and Pueblo, Colorado markets. They will continue to air throughout 2023.

The campaign objective is to increase awareness of the PMCU brand and its offerings by evolving the brand story.

Jason Bauer, SVP Marketing & Community Relations, said:

"PMCU teaches people how to grow their own money. By planting a few seeds of savings in the right environment, the credit union can help their members tend and harvest growth that’s not only rewarding, but beyond what they thought was possible in a single season."

 

The spot concludes with a simple tagline: "Grow your money at Premier Members Credit Union."

Premier Members Credit Union is a not-for-profit financial institution dedicated to providing financial solutions to individuals and businesses in Colorado’s Front Range. It has more than 76,000 members and $1.2 billion in assets. To learn more, visit pmcu.org.

Disclosure: APY=Annual Percentage Yield. Rates are valid as of 4/01/2023 and are subject to change after account opening without notice. Interest is paid at tier rates on balances within each tier. Total interest paid is the sum from each tier. "Blended APY" shown assumes the amount entered is kept in the account for one year. Withdrawing funds before one year will result in a different amount of dividends paid. $5 minimum deposit required to open an account. Limit one Money Market Account type per social security number. Certain withdrawal limits apply to Money Market Accounts, be sure to review your Membership and Account Agreement Disclosure for details.