Below is the original TV spot we shot, which rolled directly out of the campaign concept.
EECU decided to reprise an earlier concept that pushed the urgency that a rate like this wouldn't last. Ergo, the countdown clock.
NOTE: All creative work displayed in this webpage is the sole copyrighted property of Educational Employees Credit Union (EECU) and is used with permission granted by EECU to Michael Pitzer under a "Portfolio Usage" agreement.
In December of 2012, Educational Employees Credit Union lowered it's APR on new and used auto loans from 1.99% APR to the lowest rate in their 78 year history, 1.74% APR for the month of December only. After that, the rate would return to local market rates, approx. 2.99% APR
The concept I created was the straight forward approach of the headline on the outdoor becoming the actual visual for this campaign. The line was a pun, but it did drive home the fact that this was the "sign" of a great auto loan rate. It also became incredibly cost effective to produce as everything was created in Photoshop; clouds, sign, type, etc.
The campaign consisted of newspaper print, on line banners, in-branch posters, TV and radio.
Creative Director: Michael Pitzer
Concept & Copywriter: Michael Pitzer
Art Directors: Ardyson Ajoste
Editor: Adam Smith
Production House: Maximus Media