First City Credit Union,
Los Angeles , CA

Outdoor Advertising

Objective:

Establish and/or increase the awareness of First City Credit Union’s brand in the neighborhoods that are within a 3-mile radius of its two branches in the cities of West Covina and Lakewood. Message to convey the brand promises of integrity, convenience, locality, friendly, personalized service with competitive products to its member-customers.

Campaign Details:

Billboards and bus tails placed in Lakewood and West Covina between 8/1/03 – 11/30/03 with 3 rotations to keep messages fresh. Entire campaign based upon the idea that First City puts the customer first, then expands into parallel themes promoting the various products and services with messages that convey to consumer First City Credit Union is an alternative to a bank. A simple, clear, positive uplifting message was selected for the overall theme of the campaign “This City Puts YOU First” that is dead-on for delivering a memorable message that distinguishes First City Credit Union’s competitive advantages. While other taglines, such as: More banking for your buck, Think outside the bank, You’re the Key to this City and First in Value, First in Service ran as parallel themes throughout the rotations between the billboards and bus tails.