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Work

PenFed

Using Humor to Drive Behavior Change in Military and Civilian Customers for PenFed.

Challenge
People didn’t believe the great rates at PenFed were for them. They thought they were only for the military.

Goal
Use humor and behavior change marketing to help everyday consumers realize PenFed’s great rates are for them too – and to sign up. Do this without alienating our in-uniform base.

Strategy
PenFed’s got great rates for everyone.