Name changes are always tricky from a branding standpoint. In this case, Desert Schools Credit Union was changing its name to Desert Financial. This was a big shift, particularly because Desert Schools had been serving Arizona since 1939. ANDERSON worked in tandem with key leadership, conducting extensive research into a new name. Once it was selected, they looked to us for a high-impact way of announcing it.
What We Did
Since the name change took place at the beginning of the year, we figured what better way to convey the new name than on the biggest stage of them all: the Super Bowl? ANDERSON immediately went to work creating a detailed plan that included in-depth strategy, multi-channel creative, far-reaching media efforts, and extensive PR to support the initiative.
Creatively, messaging leaned into the fact that Desert Financial was taking “School’s” out and
ANDERSON enlisted Alice Cooper to help spread the word. Working closely with Desert Financial, we created television, radio, print, OOH, cinema, online advertising, and more. We developed the concept, wrote the script, hired Alice, cast the actors, managed the production, and planned and placed the media to saturate the market that Sunday. Every execution from big game TV to tiny digital advertising was carefully thought through to create maximum impact at the ideal time.
In addition to paid media, public relations efforts included a press conference announcement to announce the new name as well as a “Year of Giving” where Desert Financial committed to giving back thousands of dollars to their members and the community through various contests, promotions, and special events, the first of which happened at the Fiesta Bowl Parade. All in all, it was truly an effort packed with star power.
A large portion of media coverage was derived from the incredible Super Bowl TV spot, featuring Alice Cooper singing “School’s Out for the Summer”. The ad campaign was covered in the Arizona Republic, in print and online, televised on ABC 15 News, and discussed in many other publications. It was also “tweeted” about dozens of times with rave reviews. Aside from this angle, Desert Financial was covered in City Sun Times regarding the community service scholarship opportunity for high school seniors.
PAID MEDIA IMPRESSIONS
NBC Super Bowl Programming
across Facebook and YouTube
PUBLIC RELATIONS IMPRESSIONs
POSITIVE RESPONSE ON SOCIAL MEDIA
INCREASE IN NEW ACCOUNTS FROM PREVIOUS QUARTER