The situation: Unlike a bank that has stockholders, BECU is a credit union owned by members. That means that profits go back to the membership in the form of better rates and lower fees. Helping people understand BECU’s member-first philosophy has helped make it the most-favored financial brand in the region.
The insight: At BECU, you’re not a customer; you’re a member-owner. And that’s empowering. To drive home the difference of this refreshing, un-corporate way of banking, we wanted to showcase a variety of actual members who, together, own BECU.
The outcome: Our “BECU You Own It” campaign celebrates individuals who have chosen to bank on each other. This boldness and authenticity has driven BECU’s advertising since we launched the original brand campaign in 2005. Over a decade and nearly a million members later, the brand just keeps getting stronger.