Affinity Plus Credit Union

Creating awareness around better banking to fuel growth

Strategy | Creative | Design | Paid Media | Public Relations
Measurement + Analytics

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

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. 

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

Our Results
  • 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

“We turned to Haberman for our agency-of-record relationship not 
only because of their creative storytelling and deep media expertise, 
but because of their strong Minnesota roots and passion for mission-based work.”

Joel Swanson, Vice President of Marketing

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