ADVERTISING

Description

The nation’s largest psychology-driven marketing and advertising firm Intermark Group has created “Magic Deposits,” a new ad campaign for Redstone Federal Credit Union. The agency won the assignment in June.
The objective of the “Magic Deposits” work is to attract new customers to open checking accounts through a geographically targeted promotion that offers participants a $500 incentive to do so. Driven by psychology principles, the ads show ways members can spend that $500 while reminding them how easy it is to obtain.
Portrayed by each character’s surprise by gifts they can purchase with a Redstone promotion bonus, the campaign playfully leverages cognitive disruption and the novelty principle – disrupting schemas (or expectations) consumers commonly have around banking and account balances. Social proof and the reciprocity principle are also utilized through repeated public discoveries and the enticement of a reward for initiating a Redstone checking account.

A couple is checking their phones while sitting in a cafe in one of the 30-second spots. Within seconds, they’re startled to discover they are the recipients of items that they have been desiring to purchase.
“There are box seats for Saturday’s game in my checking account!” the man says excitedly. "There's a river-side spa package in mine!” the woman replies. As they receive these revelations, a guy at a table in the background can be seen gasping and flipping his chair over. After the narrator details the RFCU offer, the guy, a stranger, is sitting with the couple—he’s crashed their table. Nearly hyperventilating, he tells them he just received a full set of vintage, hand-crocheted car cushions. Each ad has a slightly different ending with the car-cushion guy providing comedic relief.
Redstone Federal Credit Union has been an Intermark client since 2018, a partnership fueled by the agency’s specialization in behavioral science.
“Intermark is once again thrilled to work with Redstone Federal Credit Union on their summer checking promotion. The use of humor and psychological principles like fear of missing out and scarcity make the spots compelling and relevant to the target audience.”

This professional campaign titled 'Magic Deposits' was published in United States in September, 2023. It was created for the brand: Redstone Federal Credit Union, by ad agency: Intermark Group. This Integrated medium campaign is related to the Finance industry and contains 1 media asset. It was submitted 7 months ago.

Credits

Client: Redstone Federal Credit Union
Client Team
Creative Director-Marketing: Barry Sanders
Account Representative-Marketing: Crystal West
Assistant Vice President, Advertising: Stephanie Waddell

Agency: Intermark Group
Chief Creative Officer: Keith Otter
Art Director: Hayley Efrid
Copywriter: Jen Thrasher
Account Service: Paul Brusatori
Executive Producer: Chris Mann

Production Company: Vazda Studios
Director: Jason Wallis
Executive Producer: Randy Mihalchik
Producer: Sterling Williams
Director of Photography: Kristopher Kimlin

Editorial Company: Vazda Studios
Editor: JM Cifonie

Sound Design Company: Vazda Studios
Sound Designer: JM Cifonie

ADVERTISING

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