By Ray Birch
LENEXA, Kans.—A new TV commercial from CommunityAmerica CU shows two Kansas City Chiefs fans doing some crazy things to one-up each other in their support for the NFL football team—including a Chiefs tattoo on one fan’s bald head.
The high-quality commercial–which is one of several humorous spots–is meant to draw attention to the CU’s new sponsorship of the NFL team, which is off to the league’s hottest start this season. The $2.3-billion CommunityAmerica is now the official bank sponsor of the NFL team and has introduced a new checking account and debit card called Chiefs Checking with a high-profile marketing campaign.
VP of marketing Matt Johnson says, just like the commercials, the checking product is one-upping local competition these days.
“We have been having record months for new checking enrollment,” said Johnson, who noted that while the sponsorship and product started earlier this year, the full-blown marketing did not begin until the NFL season got underway. “In September we signed up more than 2,100 new checking accounts, of which more than 600 were Chiefs Checking. That was a record month for us in new checking accounts, and September is typically a month in which we lose total checking accounts.”
Account Perks
CommunityAmerica repackaged an existing checking account to come up with Chiefs Checking. Among the big changes are perks related to the team, including:
- Visa Chiefs debit card
- Earn 1% cash back on the first $500 of monthly purchases — up to $60 per year
- No monthly service charge and no minimum balance
- 15% off at Arrowhead Stadium’s Chiefs Pro Shop
- 15% off purchases on shop.chiefs.com
- Discounted Chiefs checks
- Free online and mobile banking
- Free Purchase Rewards
The account, which pays a small amount of interest, is also featuring a giveaway in conjunction with the NFL season. Every time members use their Chiefs debit card they receive one entry into a drawing for a Ford F-150 and other prizes.
Print advertising says “Fan up with Chiefs Checking, and “Carry Chiefs pride in your pocket.”
The great deal of pride and loyalty fans have in the football team is what attracted CommunityAmerica to the sponsorship, which Johnson said became available last year when the previous official bank sponsor ended its run with the football team.
Spots Stand Out
“Our goal in partnering with the Chiefs is to use their platform and brand equity to help elevate ours,” said Johnson. “Our number-one objective is to drive awareness in Kansas City area of CommunityAmerica, and what better way to do that than partner with someone who already has that, and such a loyal fan base.”
The advertising leans heavily on television and online video spots the credit union wanted to stand out—that means using humor and high production value, Johnson said.
“If we are going to be on TV and be there in a loud way we need to have high production value. We can’t look like your local financial institution, no offense to others,” said Johnson. “But when you serve up a commercial on TV or on Hulu, for example, you are borrowing someone’s time, so you need to be entertaining. We need to grab your attention and leave you wanting more.”
The credit union employed a “strong director” and an advertising firm out of Denver. Johnson said the spots were all shot in the upper level employee area of the credit union’s main branch, which not only saved money and time, it also helped the commercials take on more a sports flavor, he said.
“A lot of the funny ESPN commercials were shot in a work setting, people sitting at cubicles. That’s the look and feel we wanted,” said Johnson, who said the main characters in the four spots are actors and all of the extras are staff.
Overall, the CU hopes members and non-members take away from the spots a feeling of belonging to something—the NFL team and the credit union. The CU’s new tagline is “We KC.”
'Hefty Investment'
As part of the sponsorship, the full cost of which Johnson declined to identify other than to say it’s a “hefty investment,” the credit union’s name is placed above one entrance at the Chiefs Arrowhead Stadium, Other stadium signage is included, as well.
“We also have a place called The Huddle that’s located on the stadium’s lower level that is really CU branded,” Johnson said. “The idea is KC pride and that there is nothing more KC than CommunityAmerica.”
The sponsorship runs through 2023, and Johnson said that while it is a big investment, it is one the credit union carefully evaluated to make sure the return is well above the cost. Johnson said CommunityAmerica believes the sponsorship allows the credit union to compete more effectively with large financial institutions and will help the credit union grow.
“This is an investment, while large, fits into our capital expenditures budget and we are comfortable with it,” he said. “This is part of our marketing expense, and I had to cut a bunch of things for it.”
The Chiefs hot start, beginning the season 5-0, has not hurt, acknowledged Johnson.
“This sponsorship was really good timing,” he said.