'I’ve Got a Story to Tell You'
Gesa CU's campaign humanizes the impact of its lending program.
A bilingual nursing student explains— in English and again in Spanish—how a Gesa Credit Union scholarship made her education affordable.
A mother who overcame infertility issues s hares her joy of living amid loud noise from her children in a home financed with a Gesa mortgage.
The owner of a composting business says other financial institutions didn’t grasp his vision—but Gesa believed and funded his venture.
The $1.4 billion asset credit union in Richland, Wash., earned the Diamond Best of Show Award at the CUNA Marketing & Business Development Council Conference by artfully sharing eight members’ stories in a series of compelling video testimonials, and through print ads and billboards.
The members begin their testimonials by speaking the same line—“I’ve got a story to tell you”—and close by reinforcing the validity of these real-life fairy tales: “This story is true…The End.”
In between, a series of animations accompanies their voice-overs before they make an on-screen appearance.
The powerful narratives showcase the “people helping people” philosophy, humanizing the impact of credit unions’ everyday lending practices and inspiring other consumers to pursue their dreams.
As Mirko Micic, a Yugoslavian immigrant who opened an auto repair shop through a Gesa loan, puts it: “This is a great country, with opportunities for everybody. If I can do it, you can do it, too.”