ALEXANDRIA, Va.–Spectra Credit Union here has launched a TV spot that seeks to flip the whole model of a credit union being a bricks-and-mortar operation with digital support channels.
Instead, it describes itself in its tagline as “Your online bank with branches.”
The 30-second ad from the $560-million Spectra CU shows a variety of active people dancing interspersed with others as they log into their Spectra Credit Union accounts in a variety of settings, all to an upbeat music track. There is no dialogue or voiceover, just the words, “Banking as Easy as” followed by the words, all appearing independently with related sound effects, “Swipe. Tap. Click. Ding.” That is then followed by “No matter how you like to bank” and a repeat of the words “Swipe. Tap. Click. Ding.” And finally the onscreen words, “You are welcome here,” again followed by “Swipe. Tap. Click. Ding.”
The ad concludes with the tagline.
"Our founders at the Naval Research Laboratory are innovators,” said CEO Kristin Shultz. “They inspire us to stay on a constant search for better, faster, stronger solutions to our members’ everyday financial challenges. This campaign speaks to our commitment to providing banking solutions for people from all walks of life with all kinds of banking needs."
The video was created by Tallahassee, Fla.-based The Pod Advertising.
‘Every House, Office, Bus is a Branch’
“We recognized that in a market the size of the D.C. region, it's unrealistic to put a branch on every corner,” said Pod CEO Samantha Strickland. “However, the right technology allows us to turn every house, street, office, or bus into a branch. But unlike traditional online banks, we still have three branches for members to access when face-to-face contact is important. This is especially true with Spectra's new Alexandria branch, which skews heavily Spanish-speaking. This campaign positions Spectra as a financial institution that welcomes members to ‘bank’ how and when it's convenient to them while also embracing the uniqueness of every person's lifestyle and life stage.”