Whether we always realize it or not, humans are emotional beings. We base our everyday decisions not so much on logical reasoning, but on how we feel. It's only after we've made an initial, emotionally-based decision that we call on our powers of reasoning for validation. When it comes to choosing where to do our banking, the same holds true. How do I feel about this company? Do they care about me as a person or am I just padding their wallets? Can I really trust them to tell it to me like it is? We're no longer just looking for low rates. We're looking to be treated like people.
With this in mind, we launched a different kind of campaign for Fox Communities Credit Union—one in which they no longer compete solely on the logic-based level of "better rates and terms", but by identifying those emotional connection points to their members. This campaign was built around the personal, intangible, member-centric attitude that has defined Fox from the very beginning—people helping people.
But it’s more than just warm fuzzies. “We’re Listening” is an extension of who Fox really is. It’s what you feel when you enter any one of their branches—people who sincerely care about their members and their community. It presents Fox as a haven where you can bare your financial soul without fear of judgment. A place where you won’t be pressured into uncomfortable territory, upsold or swindled. A place where you can speak freely, and Fox will listen.
With this in mind, we launched a different kind of campaign for Fox Communities Credit Union—one in which they no longer compete solely on the logic-based level of "better rates and terms", but by identifying those emotional connection points to their members. This campaign was built around the personal, intangible, member-centric attitude that has defined Fox from the very beginning—people helping people.
But it’s more than just warm fuzzies. “We’re Listening” is an extension of who Fox really is. It’s what you feel when you enter any one of their branches—people who sincerely care about their members and their community. It presents Fox as a haven where you can bare your financial soul without fear of judgment. A place where you won’t be pressured into uncomfortable territory, upsold or swindled. A place where you can speak freely, and Fox will listen.
When the time came to take that message to market, we knew that the execution would have to play on the same level as the messaging. So we deliberately shot the television ads to emulate the look and feel one associates with Hollywood film production. This type of visual quality not only backs up the words, but also reinforces Fox’s own competence and trustworthiness and differentiates the delivery of the message from the rest of local advertising.
The framing and shot selection is handheld and intimate—often reminiscent of home movies. We captured real people in real situations—a father playing with his children, the simple comfort of a cup of coffee in your very own home, a teenage girl grinning ear to ear as she starts up her first car. The visual style and the scenes that play out before us create that emotional connection by showing the viewer that Fox understands what's important in your life, why you go to the credit union in the first place. It shows that Fox doesn't see you as another product in the portfolio. It boldly declares that Fox is listening.
The framing and shot selection is handheld and intimate—often reminiscent of home movies. We captured real people in real situations—a father playing with his children, the simple comfort of a cup of coffee in your very own home, a teenage girl grinning ear to ear as she starts up her first car. The visual style and the scenes that play out before us create that emotional connection by showing the viewer that Fox understands what's important in your life, why you go to the credit union in the first place. It shows that Fox doesn't see you as another product in the portfolio. It boldly declares that Fox is listening.