SUMTER, S.C.–SAFE Federal Credit Union will be running a commercial during this weekend’s Super Bowl, but which spot will appear will depend on the results of a vote.
SAFE FCU has bought two different slots during the game between the New England Patriots and Atlanta Falcons.
SAFE is considering one of three ad choices, which its members and the public are helping to select via an online vote that runs through today. The three ads feature SAFE employees and members and depict the heart of the credit union. The “Backyard Party” ad is about friends coming together. The “Our Community” spot focuses on SAFE’s community connection and service. And “Air Force Roots” highlights SAFE’s multi-generational history at Shaw Air Force Base and its service across the Midlands.
“As the most watched sporting event of the year, this is the optimum time to showcase what SAFE is all about,” said Toby Hayes, vice president of marketing for SAFE. “Each of these commercials highlights our community and our commitment to it. Airing one during the biggest football game of the year gives us exposure on a grand scale.”
Hayes wrote the three spots being considered, then worked with BYM Agency of Overland Park, Kansas, which produced the ads. All of the ads will be used at other times throughout 2017 as part of SAFE’s brand awareness campaign, the credit union said.
The game is being broadcast in SAFE FCU’s market on WACH. The Columbia, S.C. market is the 78th largest television market, according to Nielsen, with an audience of more than 400,000 TV homes. It is also SAFE’s largest market, encompassing nearly 90% of its membership base.