![](https://modernstorytellers.com/wp-content/uploads/2022/10/AffinityPlus_HeaderImage.png)
Affinity Plus Credit Union
Creating awareness around better banking to fuel growth
Strategy | Creative | Design | Paid Media | Public Relations
Measurement + Analytics
![](https://modernstorytellers.com/wp-content/uploads/2023/05/AffinityPlus.png)
Traditional banks often make money management harder with an impersonal one-size-fits-all approach, but credit unions like Affinity Plus are driven by mission and member service, not profits.
When they turned to Haberman to help grow awareness and membership among Gen Z and Millennials, we empathized with young adults by acknowleging that managing personal finances can be hard. Juggling everyday spending, saving and giving with big life moments like moving, buying a new home or car or starting a family is often overwhelming… that’s Life Math! And having the right financial partner in your corner can make all the difference.
Out of Home
![](https://modernstorytellers.com/wp-content/uploads/2022/10/OOH_busSide-2.png)
![](https://modernstorytellers.com/wp-content/uploads/2022/10/aff-2.jpg)
The integrated brand campaign included statewide television, radio, digital, and out-of-home ads pairing common life events with the financial tools needed to tackle them.
![](https://modernstorytellers.com/wp-content/uploads/2022/10/OOH_RAMP.png)
The campaign features real Affinity Plus member advisors to highlight their personalized approach to service and reinforces that Life Math isn’t just about money; it’s about meeting prospective members where they are on the path toward financial self-sufficiency.
“Stress Less” Radio Spot
“Good Good Good” Radio Spot
“Fixer Upper” Radio Spot
Life Math Campaign
- Member growth in key markets exceeding annual goals by a significant margin, and exceeding overall credit union growth
- An increase in products and services adoption among new members
- The highest Member Experience (NPS) in campaign markets for the year