CUA's Latest Ads Leverages the Money Face Emoji

CUA has today launched a new campaign, in partnership with VMLY&R and Carat, encouraging millennials to switch to CUA’s new Snap account by simply texting the ‘money face’ emoji to 0455 CUA CUA.

The campaign demonstrates how fast and easy the account application process can be. It plays on the notion that while ‘some things are hard, switching to CUA is easy’, in contrast to the day-to-day hassles millennial members can relate to – like missing the bus or tackling a long flight of stairs.

In a nod to the secret language of emojis, the playful campaign puts a spin on the meaning of the ‘money face’ emoji, which is used to kick start the CUA account application process. After texting the emoji to CUA, the applicant receives an immediate response to help them open a Snap account via the digital channel, delivering a fast, easy switching experience from first contact.

The campaign creative also brings attention to CUA product features to highlight how CUA offers the seamless banking experience which millennials expect. Hero features include refunding international card transaction or overseas ATM fees charged by CUA, having access to a personal banker from your smart phone and no monthly account fees.

CUA chief marketing officer Megan Keleher said it was exciting to launch the CUA Snap account campaign and take a bold approach to appeal to a younger audience: “We are excited about doing something really different to help communicate the values that are core to our organisation but that millennials might not know about us, as Australia’s largest credit union; namely that we are digital-focused, innovative and member-centric.

“The simplicity of our account opening process inspired the use of the emoji for the campaign, leveraging the well-known truth that a single emoji is sometimes all you need to express how you’re feeling or connect with others.

“Australians expect effortless brand experiences and we are showing how CUA delivers on this right from the beginning with a simple emoji text message.”

The integrated campaign was created in partnership with creative agency VMLY&R and media agency Carat. It will be activated across out-of-home sites through Posterscope, with digital and performance media led by Columbus and PR support from Haystac.

Says Alison Tilling, chief strategy officer, VMLY&R: “Getting people to switch banks is tricky, because it means battling human inertia. The CUA Snap account is packed with great features, so the challenge was to wrap those up in a way that not only gave people the motivation to change but made it super easy to do.”

The campaign is underpinned by a content partnership with Pedestrian TV, reinforcing CUA’s focus on appealing to a millennial audience.