Ascentra Credit Union has produced an instantly memorable music video to promote the opening of its new headquarters in downtown Bettendorf, Iowa.

Viewers have found the video, featuring a snappy beat, lyrics, and dancing Ascentra employees, irresistible—to the tune of nearly 20,000 interactions and more than 30,000 impressions within a week of release.

“We know how important video content is in today’s market, and we wanted an upbeat and catchy song people would sing after they heard it. It was also important that the lyrics spoke not only about the credit union difference but the Ascentra difference,” says Jennifer Naeve, chief marketing officer at the $421 million asset credit union. “Based on feedback we’ve received, we’ve really hit the mark.”

From a credit union perspective, the lyrics are meaningful: people over profits, community partnerships, and people helping people, as well as products and services such as mobile banking and business loans.

Ascentra partnered with local music artist TC Boyd (aka TC Boyd The Artist) and production agency dphilms of Rock Island, Ill., to produce the music video that features TC performing throughout the new building and celebrating with Ascentra’s employees.

Naeve is quick to note that Boyd mirrors Ascentra’s values as well.

His childhood in Chicago was marred by unrest and violence. His father died when he was 9 years old, and he lost a brother to gun violence.

But now he’s found a home in the Bettendorf area, where he is a motivational speaker and music artist sharing a message of unity, hope, and purpose.

“He’s really doing some positive work in our community,” Naeve says. “He has a gift for making people feel good about themselves. That’s very apparent in the video. He represents us well.”