MADISON, Wis. (4/2/15)--Gesa CU was awarded the Diamond Best of Show Award--the highest honor in the CUNA Marketing & Business Development Council's Diamond Awards competition--during the council's 22nd annual conference, March 25-28 in Las Vegas.
This year's Diamond Awards competition received 1,055 entries. Five credit unions won Best of Show Awards, 88 won Category's Best Awards and 236 won Diamond Awards.
Gesa CU, Richland, Wash., was honored with the Diamond Best of Show award its "My Gesa Story" campaign. In May 2014, Gesa launched a testimonial-based marketing campaign in an effort to humanize its brand. In eight videos, members explain--in their own words--Gesa's role in reaching their goals of owning a house, going to school, starting a business and pursuing their dreams.
Other 2015 Best of Show honorees included:
Color Award for Brilliant Use of Art: First Entertainment CU, Hollywood, Calif., for its annual report submission. Drawing on inspiration from old-time travel posters from the 1930s and 1940s, Pinterest, Etsy, auction sites and collectors' groups, First Entertainment created unique custom-illustrated posters;
Cut Award for Most Edgy: ANECA FCU, Kourtney, Wash., won for its Swagger Boost music video. ANECA produced "Swagger Boost" to promote brand awareness and emphasize the correct pronunciation of its name;
Clarity Award for Most Sentimental: Gesa CU also won for its Sarah's Story video. During the video, part of the "My Gesa Story" campaign, Sarah explains how after struggling with infertility, the meaning of home holds a special meaning for her. With the help of Gesa, she was able to fund her first home;
Carat Award for Greatest Impact: iQ CU, Vancouver, Wash., won for its "We Mustache You To Join iQ" campaign. Using humor to target a young audience, iQ built a highly visible membership campaign around the "We Mustache You to Join iQ" message; and
Best Use of Humor Award: Tigers CU, Columbia, Mo., won for its Tigersquirrel mascot. Tigers CU, a division of West Community CU serving University of Missouri (Mizzou) students, alumni and faculty, created the Tigersquirrel mascot as a creative way to attract student members. The Tigersquirrel merges the university's beloved mascot--Truman the Tiger--with the image of the popular, friendly squirrels that are prevalent on the Mizzou campus.