Work

Making Personal Financial Choices Better Serve The Community.

Challenge
Choosing a credit union over a bank is a good financial decision. But, non-military prospects believed PenFed was ONLY for the Military, which had been the case for decades. Until now.

Strategy
Focus first on sign up. Motivate consumers to let go of outmoded beliefs and take advantage of PenFed’s great rates. Use humor to include and honor our in-uniform base while welcoming everyone.

Positive Behavior Changing Idea
PenFed has great rates for everyone, not just the military.