Wings wanted people to understand the benefits of being a member of a credit union—low rates on loans, higher rates on savings—but with a more emotional connection. Instead of focusing on money and percentages, we invited consumers to “Become a Member of Opportunity.” Video, radio, and social posts illustrated the simple joys of membership, like a bigger kitchen, new wheels, or enough money left in your checking account to treat yourself.

Results: Deposits increased 22% from the previous year.