Credit Union SA has partnered with local South Australian integrated agency kwpx on a brand campaign ‘We CU SA’ that highlights its love for the state.
The recently launched large-scale campaign showcases Credit Union SA as one of the last remaining credit unions solely focused on South Australian members.
The campaign captures real South Australian locations and people, spending time at local beaches, enjoying hobbies and working towards their financial goals, and can be seen and heard across billboards, radio, cinema, television and more.
Credit Union SA CEO, Todd Roberts, says his local team of 150 staff played a key role in bringing this new campaign to life, capturing an authentic experience of life in South Australia.
“This campaign highlights our local connection and love for our great state. A meaningful part of this campaign for me is that we used real South Aussie locations and people as our talent. It’s also a great fit for our brand as it aligns with our purpose of helping South Australians thrive,” says Roberts.
Credit Union SA found it essential to partner with a South Australian business to convey the message, choosing the creative advertising agency, kwpx, which has built layer-upon-layer of detail in its storytelling to convey the depth of everyday Australians.
kwpx CEO & chair, David O’Loughlin, says the agency's strategy is rooted in a deep understanding that to truly serve its community, it must be part of its fabric.
"Not 1100km away on the eastern seaboard, but up close and personal, focussed here on the place we all call home. Credit Union SA doesn't just observe South Australian life; they live it alongside their members,” he says.
"'We C U SA' is the brand platform - it’s a pledge to be the financial partner that truly understands and reflects the values, aspirations, and distinctive lifestyle of South Australians, and the start of our journey with a terrific home grown brand.
“As one of the last truly South Australian focused credit unions, Credit Union SA genuinely sees things the way South Australians see them. This is just the start of our campaign, to use every day South Australians to candidly capture the fun and feeling of living right here in South Australia."
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