MSUFCU

Overview

Michigan State University Federal Credit Union (MSUFCU) is the world’s largest university-based credit union, with more than 84 years of service to its members. The credit union is committed to empowering members, supporting local communities, and helping people achieve their goals in both life and business.

Challenge

MSUFCU needed a high-impact creative platform and multichannel strategy that could communicate its legacy while also energizing future growth. The credit union wanted a powerful, unified campaign that would:

• Celebrate its milestone of community support.
• Inspire members and prospective members to pursue their aspirations.
• Strengthen MSUFCU’s position as a trusted financial partner and community leader.

Solution

dreambig branding campaign

• Developed an empowering, cinematic and inspirational brand tone to resonate with the community.
• Positioned MSUFCU as a long-standing champion of member success and possibility.

Multichannel execution

Produced broadcast and streaming videos, outdoor advertising, print, collateral, direct mail, radio and social media. Mobilized the full M3 Group team — concept creation, copywriting, design, videography, voice-over, editing and animation — to deliver a unified and polished campaign.

Unified Message

Ensured each touchpoint reinforced the message of empowerment and opportunity. Created a cohesive narrative that inspired audiences to dream bigger and rely on MSUFCU as the partner to make those dreams real.

Results

• 34% increase in branch walk-ins with a 23% increase in account openings following the launch of the campaign.
• More than 1K member referrals in the first six months of the campaign.
• Award-winning creative securing two Viddy Awards from the campaign.