Logix Federal Credit Union was changing its name from Lockheed Federal Credit Union. They wanted to let customers within their Southern California regional markets know about the change.
A three month digital display campaign across multi-platforms was planned, reaching customers near each branch location (3–6 miles max). Creative included Flash, video pre-roll and audio, placed on the following:
The campaign reached 98% of people on Facebook and 3.4 million people in the target markets overall, at a frequency of 3.1 times. As the name gained more recognition, the engagement rate with video increased steadily.
10.75 million impressions were delivered, earning an overall click rate of 0.32% (well above the financial industry benchmark of .08%). Over 10,000 hours of video were watched.
Following the campaign, survey respondents were asked, "Do you recognize this ad as one you have seen before?" 16% remembered seeing the digital ad, exceeding the 13% who remembered seeing it on TV (Note: LION did not place TV advertising).
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