Discovering the right advertising campaign that works.

Testing a credit union’s creative concepts

Our client, a large American credit union, was interested in testing 5 advertisement campaigns for their new credit card. Besides looking for the best campaign concept, they wanted to better understand their potential customers, particularly the motivators and barriers to applying for a credit card. This research was targeted to residents of 5 specific states, of certain income, and included respondents primarily relying on debit cards as their main financial transaction instrument.

We created a study for our client that evaluated respondents’ feelings towards one random ad and used open-ended feedback from respondents to draw out themes that gave our client the ability to make confident decisions regarding their advertising strategy and credit card services.

Credit union finds clarity and selects winning ad campaign

Quantitatively, our study found that 2 of our client’s advertisements stood out from the rest. The open-ended responses became especially important, because that feedback became the deciding factor in choosing the ultimate winner. While we found that respondents were drawn to one of the advertisement’s captivating creative designs, the winning concept drew respondents with its simplicity and emphasis on the benefits of the credit card service. This campaign’s focus on rewards and cash back were the most influential factors our client could offer to promote more applications and conversion to their new product offering.