Unity One Credit Union's new Spank Free banking campaign istaking a no-holds-barred approach against banks.

The $209 million cooperative in Fort Worth, Texas, launched thecampaign in March and recently erected a giant billboard featuringa hand-print and a denim-clad derriere.

The concept is a bit risque and could be seen as sexist to some,but Unity One reported positive feedback from members and thepublic.

“Using the backside and a hand strategically placed definitelyis unlike anything the credit union has ever done in its 87-yearhistory,” said Erayne Hill, vice president of marketing for the30,000-member Unity One. “The imagery and creative definitelycauses pause, but we think in a good way.”

She agreed the campaign is controversial, but she said it hasproven effective.

“Absolutely it was a risk,” Hill said. “However, at the end ofthe day, we needed a powerful message with reach. I believe that weachieved that.”

Controversial campaigns are not a new phenomenon in the creditunion industry.

In 2012, U.S. Senate Federal Credit Union released a risquédirect mail ad featuring a buxom blonde woman's cleavage and thequestion: “Got Big Plans?”

The ad seemed like a slap in the face to some members, includinga woman who started an online petition. After pressure from thepublic and negative media coverage, the $563 million credit unionin Alexandria, Va., issued an apology.

Although U.S. Senate FCU learned a painful lesson with itsprovocative ad, Unity has mostly received applause for its newcampaign, the Texas credit union said.

“Surprisingly, a majority of comments have been quitefavorable,” Hill said. “We had a member say, 'Spank Free? Hmmm … Ilove it!' We love these reactions, especially from those in thecommunities we serve. It means that they are taking notice, andperhaps, the message will stick. We are glad to see consumersembrace fresh and interesting material.”

As with any new outside-the-box idea, there will always benaysayers, Hill said.

“However, they have been few and far in between for Spank Freebanking,” the marketing vice president added. “Our message isclear: We do not condone unnecessary hassles when it comes tomanaging your finances. Handling your money should never feel likea punishment.”

Other executives also contend that boundary-stretching campaignslike Unity's Spank Free Banking can help credit unions cut throughthe clutter, catch the attention of target audiences and createbuzz that brings in new business.

“Credit unions should worry less about negative responses andjust hope they get responses,” said Randy Karnes, CEO of CU*Answersin Grand Rapids, Mich. “No one learned anything from silence or nottaking chances. Do not play down to the market just to shock, butwhen you need a jolt to get to the next step, take a chance. Likeanything else in business, marketing needs to push for newexperiences and embrace solutions yet tried.”

As for his initial response to Unity's campaign, Karnes said, “Ismiled and appreciated the boldness in the imagery, but it took mesome thinking and reading to put the concept of hassle-free bankingwith the visuals.”

Unity One's new campaign “definitely gets people talking,” saidMia Perez, a member of CUNA Marketing & Business DevelopmentCouncil's executive committee. “In terms of advertising, consumerspick us, we don't get to pick them,” added Perez, chiefadministrative officer at the $183 million Louisiana Federal CreditUnion in La Place, La. “We no longer get to dictate traditionalmarketing. There's too much fighting for the consumer's attention.This does require marketers to scream louder, to be bolder, and topush the line.”

Before moving forward with a campaign that could stircontroversy, experts advise organizations to take precautionary steps, such as conducting a focus groupstudy and drafting an apology letter or explanation in case one isneeded.

Amanda Thomas McMeans, vice president of client management ofHillsboro, Ohio-based MarketMatch, said credit unions must treadcarefully and keep their audience in mind.

“Any marketing initiative, whether it's to communicate withcurrent members or attract new ones, needs to cut through theclutter,” she said. “However, it doesn't have to be edgy as thisparticular campaign. It all comes down to strategy, objective andtarget market.”

Unity's multi-channel campaign skipped the expense of TV andradio in favor of social media and guerilla tactics, such as sponsoring RandomActs of Kindness at local businesses and partnering with communityorganizations.

During the first Random Acts of Kindness event at a local gasstation, Unity One staff members pumped free fuel.

“The staff members were shocked to receive hugs, honks andhandshakes,” Hill said. “In fact, a Unity One teller and recenthigh school graduate said that he didn't expect to feel so goodgiving something away.”

The campaign is faring well electronically and on social media,she added.

“Our click-through rate on e-mail is higher than normal,” theUnity One marketer said. “The campaign's landing page is drawingattention (1,208 views currently) and gaining views, and ourFacebook impressions for certain posts have skyrocketed (585,000total impressions, 407 new likes). The PPC and remarketing campaignshows CTR rates that are higher than typical credit unioncampaigns.”

Because the campaign's original objective was to increase brandawareness, Unity One conducted a community study when launching thecampaign and plans to perform another study when the campaign endsin late October.

“The leads generated from the campaign have been funneled to ourbranches to close, and at the campaign's end, we will calculateROI,” Hill said. “However, Unity One's June loan growth was about29%, May 23% and April 14%. Spank Free Banking began in April.Member growth rose from 2% to 4% in this time period. While wecan't attribute all the growth to Spank Free, it definitely plays arole.”

The credit union plans to wrap up the Spank Free Bankingcampaign with a large community event in collaboration with theFort Worth YMCA.

Unity One launched the campaign by partnering with GlintAdvertising and BlueSpire Strategic Marketing, Hill said.

“We asked for an attention-getter and they delivered,” she said.“Our CEO challenged the marketing team to change the rhetoric andhit pause on the stale financial industry imagery, and that'sexactly what we did.”

Unity President/CEO Gary Williams said the campaign was devisedafter careful consideration.

“At a strategic planning session last year, we realized thatalthough we were doing well, we knew we could do better,” Williamssaid in an email. “We needed to do something to create greaterbrand recognition.”

He added, “Unity One Credit Union is a lean, mean credit unionmachine; we operate efficiently without excessive head count.Therefore, the marketing/PR team is composed of two individuals. Wehandle a large portion of work in house; however, we recognize thatpartnering helps us stay competitive and connected to industrytrends, saves time and maximizes key efforts. We've enjoyed workingwith BlueSpire and Glint Advertising on this campaign because therelationships are easy, and the outcome is far fromcookie-cutter.”

For other cooperatives considering going out on a limb withmarketing, Williams offered some advice.

“Thinking outside of the box can be uncomfortable, but you lookat your options, think about them and trust that your marketingteams and those that they have partnered with have the experienceand expertise to handle challenges,” the Unity One CEO said.