The newest campaign for long-term client Navigant Credit Union from Nail Communications uses humor to challenge people who stick with their banks despite being unhappy with them with Navigant suggesting that ‘You Deserve Better’, according to Nail Creative Partner, Brian Gross.
Gross explains, “On average, a person’s relationship with their bank lasts 17 years. But the average marriage, eight.”
This kind of loyalty might sound admirable—until you think about how miserable those 17 years are. Banks bury customers in fine print. They withhold funds without warning. They hit you with hidden fees. They know you’re not going anywhere, no matter how badly they treat you.”
Navigant Credit Union | Poorly Treated | Intervention :30
“But we know it’s hard to quit your bank. So we wanted to find some humorously absurd twists that might help give disgruntled bank customers that ‘nudge’ they need to leave.”
Those “twists” were an intervention where a man is surprised by a group of friends trying to get him to leave his bank and a meeting of “Procrastinators Anonymous” where a woman decides to finally step away from her bank… next week.
Navigant Credit Union | Poorly Treated | Procrastinators :30 Anonymous
First VP at Navigant, Molly Pastore concludes, “Using good-natured humor, we exposed these unhealthy relationships, acknowledged the difficulty of change, and positioned Navigant as the smarter, healthier alternative.”
The “You Deserve Better” campaign includes TV, OOH, print, and digital/social that will appear throughout the Rhode Island marketplace.
ABOUT NAIL COMMUNICATIONS
Nail Communications is where every brand finds its fascinating. For 25 years, Nail has made award-winning advertising, design and branding work for regional, national and global brands.
ABOUT NAVIGANT CREDIT UNION
Based in Smithfield, R.I., Navigant Credit Union is the longest-operating member-owned credit union in Rhode Island. Since its founding in 1915, Navigant Credit Union has been dedicated to providing its members with unparalleled financial products and services while working every day to improve the financial well-being of the families, businesses, and communities it serves across Rhode Island. With more than $3.9 billion in assets, more than 155,000 members and 26 physical branch locations, Navigant Credit Union is the oldest and largest credit union in Rhode Island and among the state’s strongest and most trusted financial institutions.
Visit www.navigantcu.org to learn more.
“You Deserve Better” CREDITS
- Strategy: Stephen Fitch
- Creative: Iman Richards, Brian Gross
- Producer: Cameron McCormick
- Account: Lizzi Weinberg
- Editor: Jack McKenna
- Design: Meag DuCharme
- Director: Mike Mitchell
- Executive Producer: Megan Pfaffenroth
- Colorist: Phil Choe
