Raoust + Partners

This credit union, with assets of $148,253,743, is based in Panama City, Florida, and has 16,073 members. Their brand message touts an edgy, more innovative way to do business that speaks to a younger target market.

Challenge: To promote their new Platinum VISA Card that has rewards points.

Approach: Raoust+Partners turned the traditional approach on its head. Rather than encouraging members to use this new VISA card so they could simply accumulate rewards points, we illustrated through amusing scenarios that members could even earn rewards points on the unexpected, not-so-fun things that come up in life. The message was how to turn something bad into something good with the line "Everything has its good points." This positive statement and its presentation helped make it stand out in print, TV, staff apparel and a Web portal.