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DNA Agency Goes to the Dawgs for BECUEmbed With Credits



Don’t be surprised when your own dog starts barking along to a howling rendition of the University of Washington’s fight song as voiced by a pack of devoted UW Husky fans clearly overjoyed by BECU’s new UW Visa Credit card. Understanding the ferocious devotion to all things Husky, BECU’s agency DNA saw an opportunity to introduce BECU’s new UW Visa Card with a different kind of spokesperson. The agency conducted a special casting call to BECU members, UW students and alumni as well as Seattle dog lovers to bring their four-footed canines to the UW for an opportunity to perform on camera in full bark mode. And just in case you can’t “hear” the actual words, the ad thoughtfully includes subtitles so you can bark along to the song. In commenting on the idea, Kammie McArthur, Creative Director at DNA said, “UW has a fierce following in sports by students and alumni alike. We wanted people to know that carrying the new BECU Visa is one more way to express your pride. But who wants to watch a video about a credit card? Instead, we created the UW Dawg Choir and presented their rendition of the school fight song. For once in their lives, the dogs were able to bark their hearts out without someone yelling, ‘Quiet!’ It was pretty hysterical to watch the dogs react to Harry The Husky, the school’s mascot (or, to the dogs, a 6-foot tall canine who walks like a human). They couldn’t figure him out, even after trying to go around back and sniff his rear.” The new BECU UW Visa Card will be introduced through digital and social channels beginning Thursday, September 3rd. The campaign coincides with the start of UW’s season opener Friday, September 4th against the Boise State Bronco’s. In addition there will be out of home, banners and a home page takeover on and radio. Fans will be urged to share photos of their dogs on the BECU facebook page and to share through twitter and Instagram. Photos from the video shoot will also be shared socially. “At BECU, we know Husky fans love to show their purple and gold pride, so we wanted to join in that team spirit to introduce our new Visa credit card,” explained Stephen Black, VP Marketing at BECU. About DNA DNA has extensive experience in helping brands connect with audience on a deeper level. Advertising is our product but our approach differs from others. Uncovering love for a brand is what we're about. In an age where consumers hold all the cards – when it’s no longer possible to trick or beguile or intrude – this kind of deep and authentic connection can have a powerful and meaningful impact. Founded in 1998, DNA is a full-service marketing communications agency based in Seattle, Washington and is one of the fastest growing agencies in the region. Some of DNA’s clients include: Alaska Airlines, PEMCO Insurance, BECU, Group Health Cooperative, Puget Sound Energy, Golden 1 Credit Union, and Tommy Bahama. Visit DNA on the Web at, on Twitter at @dnaseattle and on Facebook About BECU BECU is a not-for-profit credit union owned by the members. Earnings are returned to the members in the form of better rates and fewer fees. With nearly 950,000 members and more than $13.6 billion in assets, BECU is the largest credit union in Washington and one of the top five financial cooperatives in the country. BECU currently operates over 40 locations in the Puget Sound region. All Washington state residents and students attending Washington colleges and universities are eligible to join. For more information, visit


Agency / Creative
Music / Sound

Categories: Credit cards, Finance

The Marketing Standard, 7 years ago