“We totally get it. Finance, that is.”

Silver Effie Winner, Youth Marketing, 2025

THE CHALLENGE:
Reverse the declining reputation for NFCU among the increasingly important, but hard-to-win 18-25 y/o audience.

THE INSIGHT:
Gen Z wants to level up their finances, but their skepticism means they don’t trust just anyone to help.

THE STRATEGIC IDEA:
Transparency is their currency. Let’s fully embrace that by admitting we don’t totally get them, but do get their finances.

BRINGING THE STRATEGY TO LIFE:
Meet “Gail”, a trusted NFCU service rep who attempts to connect with younger members…but is ultimately much better at finance.

THE RESULTS:
Drove +8ppt lift in brand awareness, spike in key driver “brand for someone like me”, and +50% social ad recall.