(Madison, Wis.) – Planet Propaganda created a radio campaign that cuts through the clutter to reach potential homebuyers with a memorable ditty about mortgages from Summit Credit Union, an 11-branch credit union based in Madison, Wis. Planet’s writer, Andy Brawner, also a well-recognized, Midwest, indie singer/songwriter wrote, scored, played all instruments, sang, and recorded the two 60-second spots, which began airing in April.
“A cross between Warren Zevon and Michael Stipe, Andy’s vocal interpretation captures Summit’s ‘Summitness’ and has been cutting through and connecting with Summit’s staff, customers, even radio personalities,” says Suz Harms, brand manager at Planet Propaganda. “Radio’s a tricky medium. Cookie cutter scripts and executions proliferate local market air. And in Spring, there’s a glut of mortgage advertising to coincide with home buying surges.”
Bolstering Summit’s awareness during this peak season has its challenges. “A lot of folks assume a credit union isn’t a great option for a mortgage, versus a big bank. Not so,” emphasizes Harms. “Summit’s focus on being a great financial advisor/advocate to its members is a big benefit. They aren’t trying to sell you on a rate. They counsel people on the big picture financial goals.”
To grab hold of new member mortgage applications, Planet tailored the radio ads’ lyrics to hit two key markets. Marketing Manager Tania Widish with Summit explains, “One of our audiences is ‘life-changers’ who are likely to have kids, want a bigger home or a new home in a different neighborhood, and still need some financial counsel. The other audience we want to reach is first-time homeowners. For this group, buying a home is a huge step. It may feel like uncharted waters, a little scary and intimidating. To be approved for a mortgage is a confidence boost. And owning a home brings a sense of accomplishment, a sense of pride.”
The scripts for each are distinctive in message, but sound similar in composition: “A dog named Steve” targets first-time homebuyers, while “A dog named Steven,” targets life-changers. “They walk a nice line between hitting all requisites and maintaining a little quirky irreverence to make the songs interesting – otherwise they’d just be jingles,” notes Widish.
The songs also support Summit’s new tagline, “Do more. Start here.” that also was written by Planet as an outcome of the brand personality development process. Widish sees this process as an invaluable part of the credit union’s positioning and says, “We would not have arrived at this point with as much clarity, consistency and soundness of message without Planet’s guidance.”
Summit Credit Union is a not-for-profit financial cooperative that provides a full range of personal, financial services for people in south-central Wisconsin. Membership is open to anyone living or working in Dane, Sauk, Columbia, Jefferson and Dodge counties. Learn more at http://www.summitcreditunion.com.
Planet Propaganda is a design, advertising and interactive company committed to shaping passion-based brands. Founded in 1989 in Madison, Wis., Planet’s national clients include Gary Fisher mountain bikes, Bretford furniture and workspaces, PunchStock royalty-free images, and Jimmy John’s Gourmet Sandwiches. For more information, please visit http://www.planetpropaganda.com.
