Sticking to a razor-thin budget doesn’t mean sending our imaginations home early. At Ethic, we never throw our hands up and turn to stock templates. We’re used to working with budgets of all sizes, and no matter what, our philosophy is the same: do absolutely as much as we can while staying just within the limits. Sure, boundless work scopes can be fun, but all projects begin the same way: with careful forethought about how to realistically—yet creatively—develop memorable material that makes the most of whatever we’ve got. Big or small, Ethic pushes the boundaries to make every project feel completely custom, high-end, and on-brand while maximizing every penny.
In 2006, Alcoa Employees and Community Credit Union, a longstanding Midwestern financial institution, needed to separate from the world’s third-largest aluminum producer. (Tale as old as time, right?) After settling on a new name and logo, the newly-christened Ascentra brought in the Ethic team to take over the development of their young brand, and we’ve been nurturing and helping it grow ever since.
Coming up with this years campaign, Ethic and Ascentra looked at what made Ascentra who they are; Customer service came up over and over again as their main differentiator. A request went out to members asking if they would like to participate in this years campaign. We were inundated with stories from members and staff, who happily wanted to express their appreciate and gratitude. Three initial stories where developed into a full advertising campaign complete with a three separate TV Advertising & Radio spots, Billboard’s, In-branch Marketing, plus a variety of Print and Digital advertising. A few weeks later, a local paper voted Ascentra as the best financial institution in the Quad Cities, confirming what all already knew.
Design and development of a 30 second TV advertising spot for Ascentra Credit Union, using Ascentra’s “Franklin” mascot to dream up how to use their new Home Equity Line of Credit! Use the HELOC for travel, to pay off high interest debt, for a special project… anything you can dream up! Corresponding radio spots, print ads, social media advertising and in-branch marketing materials where also developed to support the TV advertising air time in and around the Quad Cities area.