Desert Schools Credit Union was changing their name to Desert Financial Credit Union. This was a big shift, particularly because Desert Schools had been serving Arizona since 1939. To maximize awareness, they needed a high-impact way of announcing it.
Since the name change took place at the beginning of the year, we figured what better place to make a splash than the Super Bowl? And because they were taking “Schools” out, we decided who better to announce the change than the Valley’s own Alice Cooper?
The campaign generated over 2.9 million paid media impressions (1.6M as a result of airing during the Super Bowl, 1.3M across Facebook and YouTube) and 13 million public relations impressions. Desert Financial received a 90% positive response on social media and new accounts increased 16.4% from the previous quarter.
My role: Creative director
Creative efforts included: Video aired during Super Bowl