WESTBURY, N.Y.–With a commercial about “Jovia-itis,” Jovia Financial Credit Union used the Super Bowl to launch an expanded brand awareness campaign.
The $4.4-billion Jovia ran a :30 spot during the championship game that appeared in markets throughout its New York DMA.
“The new campaign shares the values and benefits of banking with a not-for-profit credit union and educating prospective members about Jovia’s innovative products and services,” the credit union said.
The new ad features a woman meeting with her doctor over a condition in which her money keeps growing. The doctor explains this is “Jovia-itis,” a condition found among those at the credit union.
Additional Marketing
Along with television advertising, Jovia Financial said it has also secured regional out-of-home advertising and launched a comprehensive print, social media and digital advertising program, including “takeovers” of leading news publications and websites.
According to Jovia Financial, external marketing efforts were combined with an employee engagement initiative that began weeks prior to the Super Bowl.
The credit union said the internal employee engagement program focuses on inclusion and provides a way to rally together its more than 500 staff members through various contests and events.
“Employees have been provided swag and promotional items and are encouraged to share their excitement on social media,” Jovia Financial said, adding activities will continue beyond game day to keep the momentum going and the new campaign top of mind.
‘Perfect Opportunity’
“At Jovia, we are focused on bringing our innovative banking products and services to a larger audience,” Jovia CEO John Deieso said in a statement. “The Super Bowl and the excitement around it give us the perfect opportunity to share our message and educate others about the value of not-for-profit banking at Jovia Financial Credit Union. We are confident that when consumers learn about all we have to offer and how we deliver service to our members, they will be attracted to our mission.”
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