"It takes a big idea to attract the attention of consumers and get them to buy your product. Unless your advertising contains a big idea, it will pass like a ship in the night. I doubt if more than one campaign in a hundred contains a big idea."
A former client forwarded me the following video, which was created by a 19-year-old Canadian, and asked for my thoughts. Take a look. And then read how I responded.
My response: I think it's a great example of citizen-created content. It demonstrates the passion and creativity of an amateur (btw, the root of amateur is lover, to love). It's also an exemplar of marketing communication done right. It weaves information and entertainment together to both engage and educate. Agencies could definitely learn a thing or two from this talented young woman.
That being said, it won't do a thing to advance the standing of, and increase memberships in, U.S. credit unions. Why not? Two reasons:
1. It fails to address the biggest consumer adoption issue; namely that most people don't realize that they can become a member of a credit union; and
2. The differences illustrated in the video are not apparent in real life. Most credit unions look, sound, and feel like a bank. And you know the old adage about looking and acting like a duck, right?
The funny thing is that credit unions are trying to look like banks to overcome issue #1. Some even refer to themselves as a bank. But that only serves to weaken their collective "brand" and force them to compete head-to-head with banks. Can you say Catch-22?