Affinity Members Leverage Pop Culture Phenomenon of Selfies to Make Campaign Their Own
New York, N.Y. – June 13th, 2017 – NJ-based Affinity Federal Credit Union has recently launched a new campaign and tagline co-created by its members and New York City agency partner DiMassimo Goldstein. The campaign, titled “A Community Connected,” is the second execution of DiMassimo Goldstein’s patented “Selfifesto” service, an innovative approach that places consumers at the center of the marketing message.
The highlights of the campaign are the three videos in which Affinity members themselves are the stars. Members were asked to record selfie videos detailing their inspiring experiences with the New Jersey credit union. The agency then worked to compile these videos into inspiring ads that showed that belonging to Affinity means belonging to something better.
“Right now, people are craving authenticity,” said Tom Christmann, DiMassimo Goldstein’s Chief Creative Officer. “We are always looking for new ways to make the brand message as transparent as possible.”
The campaign, which also includes a series of regional OOH, display, radio, and OLV, perfectly captures Affinity’s not-for-profit mission of improving the lives of the members and communities they serve through community credit.
“Co-creating with Affinity members just made sense to us. Affinity is just that kind of trusted, member-focused organization,” said Mark DiMassimo, founder and chief of DiMassimo Goldstein.
About DiMassimo Goldstein: DiMassimo Goldstein launches, relaunches and ignites brands to drive measurable results for inspiring marketers in organizations that change lives for the better. The independent, integrated agency combines insight, creativity and proof, through research, brand planning, design, advertising, technology and media, to drive profound behavior change in the areas of money, diet, health, fitness, love, entrepreneurship and social change. Clients include Jackson Hewitt, TradeStation, Online Trading Academy, Weight Watchers, Affinity Federal Credit Union, Proactiv, National Jewish Health, and Recovery Centers of America, among others.