The financial services space is crowded with competition from competing banks, credit unions, online banks, fintech start-ups, and more. Sound Credit Union is different, and to effectively communicate the co-op’s key differentiator—heart—GLG’s digital strategy team produced a campaign spanning broadcast, connected TV, digital, out of home, and social channels that’s rooted in authenticity and celebrates the power of community. To engage audiences, we invite them to think differently about their money with a core idea: that we’d all like to see our dollar go farther, but what would it mean if our dollar also stayed closer, going to work in the communities we love? It’s a question that helps give new power and meaning to Sound’s tagline, “Invested in We,” and one that will allow target audiences to see themselves as potential members.
