MIDFLORIDA Credit Union's Online Banking Spots Challenge Big Banks with a Personal Touch

St. John has created a series of TV, radio, OOH, print, digital, and social ads for MIDFLORIDA Credit Union (MFCU) to grow the brand and membership within its footprint across the state of Florida. This is the agency’s first campaign for the client after a competitive review in April. St. John is MIDFLORIDA’s creative AOR.

Each TV spot profiles an individual and their unique lifestyle that inform their banking needs. ‘Katherine’ is a dream maker who opened a food-truck business last week. She isn’t giving her money to big banks or paying fees. MIDFLORIDA appeals to her because profits go back to members and offers lower rates on loans. ‘Blake’ has three kids and big goals that include paying their college tuition. MIDFLORIDA helps him save for a rainy day—and enjoy sunny days. ‘Nate’ peruses the credit union’s online banking because it keeps him in control. And ‘Marie,’ who works late, appreciates its extended, non-banker’s hours. There are seven spots total—three :30s and four :15s—and the theme is ‘Your life. Your money. Your credit union.’

The work launched in early September and will run through the end of the year in North Central Florida, Tampa, and the Treasure Coast. The campaign will likely continue into 2022 with a creative refresh using assets created by St. John. The campaign also includes web content and creative for retail environments.

“Our strategy is to drive brand awareness through a fully integrated campaign that tells the brand story and highlights key product benefits like extended hours and a $200 gift with the opening of a free checking account,” said MIDFLORIDA’s CMO, Jill Davis. “We needed to level up the messaging and creative to outline so it competes with and attracts customers who may not realize how much MIDFLORIDA has to offer when compared to a big bank.”