CUNA announced Monday five more states have launched the category-level brand campaign, Open Your Eyes to a Credit Union®: Illinois, Idaho, Oregon, Washington and Mississippi. The launches bring the total number of states where the campaign is live to nineteen.
“Open Your Eyes to a Credit Union® is starting off 2020 with a big expansion into five more states,” said Chris Lorence, CUNA chief credit union awareness officer. “After nearly a year in market, the campaign continues to impress and make strides on our ultimate goal of changing consumers’ perceptions of credit unions to increase their consideration of us for financial services. We would not be where we are today without the support of credit union Leagues and our contributors. A special thank you to the Illinois Credit Union League, Northwest Credit Union Association and Mississippi Credit Union Association for their support on today’s launches.”
The Open Your Eyes to a Credit Union® campaign first launched in January 2019 in Minnesota, and over the last year it has spread across the country. The category-level, strategic marketing effort has funding commitments of over $46.5 million from more than 750 organizations within the credit union movement.
With the five new states, the campaign in now live in Arizona, California, Idaho, Illinois, Indiana, Kansas, Michigan, Minnesota, Mississippi, Missouri, Nebraska, North Carolina, North Dakota, Oregon, South Carolina, South Dakota, Vermont, Washington and West Virginia.
Open Your Eyes to a Credit Union® is part of the CUNA-led Credit Union Awareness effort that aims to raise consumer consideration of credit unions. It is a digital-first, targeted campaign that is overcoming industry myths and raising the profile of credit unions amidst an ever-competitive financial services marketplace.
By the end of 2019, Open Your Eyes to a Credit Union® had reached tens of millions of consumers and earned more than 130 million video views. Played from start to finish, that’s nearly 57 years of video playing time.
More than 700,000 people had visited the campaign’s website - yourmoneyfurther.com - with the great majority of visitors right in line with the target ages (25 to 44 years old). In all measures campaign performance is beating industry benchmarks for consumer engagement.