First Credit Union loves not being a bank. With a people first mentality they provide personable service and great financial products for their members - which few other financial institutions can rival. We started working alongside FCU shortly after completing a brand and media mix audit on their activity.
    Our key job has been to carve a distinct position against banks and second tier lenders. Equally, it has been very important to bring the wider FCU team into the process and gain internal buy in. Moving away from the generic imagery often used in this industry, we chose talent sourced directly from First Credit Union’s own staff for all online, outdoor and TVC placements. We also developed a tone that directly challenged the status quo of the industry, asking people to say “FCU” to their bank.
    This culminated in a new brand strategy, an overhaul of their marketing material and a reformulated media strategy. Launching in June 2019, First Credit Union have seen early results of an increase in brand awareness and also people enquiring about personal loans.