The Irish Credit Union Is Looking for Dan Byrne... Have You Seen Him?

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Target McConnells rallies a search for Dan in comedic new campaign directed by Bob Gallagher
The Irish Credit Union Is Looking for Dan Byrne... Have You Seen Him?

Target McConnells has launched a new series of hilarious spots for the Irish credit union.

The ads are the final piece of a new through-the-line brand campaign that credit unions have been building online and in out-of-home over the past week – The Credit ReUnion. The national TVC launched this week and will run for the next three weeks along with out-of-home, digital, radio and social.

 

“The brief was to position the credit union as the number one provider of personal loans, increasing loan enquiries and subsequent loans granted. Ireland has one of the highest levels of credit union membership worldwide with 3.5 million members. For many, joining the credit union is a rite of passage,” says Enda Kelly, Target McConnell’s Group Business Director. “It’s the most trusted brand in Ireland. CXi Ireland has ranked credit unions number one in the country for customer experience for three consecutive years now. So with this campaign we want to remind members who haven’t engaged with the credit union recently, of the range of loan options available to them, and to convert the widespread positive sentiment towards credit unions into engaged and activated members.” 

“The Credit ReUnion is an open invitation to anyone with a credit union account to come back and reconnect with their credit union, predominantly in the context of applying for a loan. The creative ambition with this campaign is to bring people back to their credit union.  To remind all members why the credit union is more relevant now than it’s ever been.”

“Credit unions have always been an engaged member of the community, for the people rather than the profit. We wanted to maintain this very personal approach. So rather than launching with national TVC, we decided to appeal directly to one inactive member – Dan Byrne.”

“We started the search for this fictional inactive member in social media, with Pat Higgins, Head of the Department of Credit ReUnions, reaching out to Dan. This was quickly followed by national out-of-home seeking Dan. We had posters in credit union offices across the country leading to a hotline you could call with any information on Dan’s whereabouts.” 

Emmet Oliver, Head of Marketing and Communications says, “Credit unions  are very different to other financial institutions, in that we are not-for-profit, member-owned organsations, and are deeply embedded in the local communities we serve. We’re the original peer-to-peer lender. It was important for us to reflect these unique attributes  by doing something different to other financial institutions. Humour and honesty were key factors in creating the campaign as well as maintaining a personal tone, speaking directly to our members. We have been delighted with the hugely positive response so far on social media, and we are looking forward to rolling out the campaign in the coming weeks and months.“




Full Credits

Client – Credit Union

Head of Marketing and Communications – Emmet Oliver

Marketing Manager – Sinead Butler 

Communications Manager - Kieran McDonnell


TVC - Credit ReUnion

Agency Credits, Target McConnells 

Joint Creative Director – Karl Waters 

Senior Creative - Sarah Burke

Copywriter - Ciaran O’Suilleabhain

Broadcast Director – Michael Cullen 

Producer – Eric Brindley 

Group Business Director – Enda Kelly

Account Director - Conor Thompson

Account Manager - Jade Findlay

Strategic Planning Director - Dr. Kenneth McKenzie

Strategic Planner - Tamara Conyngham

Director – Lorcan Finnegan

Production Company – Butter


Social - Credit ReUnion Teaser Films

Joint Creative Director – Karl Waters 

Senior Creative - Sarah Burke

Copywriter - Ciaran O’Suilleabhain

Broadcast Director – Michael Cullen 

Producer – Eric Brindley 

Editing & Motion Graphics - Mike Mahon

Group Business Director – Enda Kelly

Account Director - Conor Thompson

Account Manager - Jade Findlay

Strategic Planning Director - Dr. Kenneth McKenzie

Strategic Planner - Tamara Conyngham

Social & Content Campaign Director - Clodagh Hynes

Social & Content Executive - Nicola Halloran 

Director – Bob Gallagher

Production Company – Invisible Thread

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Genres: Comedy

Categories: Banking, Finance

JWT Folk, 2 years ago