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New BECU ad campaign features customer thoughts as relayed through social media

Post by C.R. Roberts / The News Tribune on April 2, 2013 at 12:32 pm with No Comments »
April 2, 2013 12:33 pm

BECU – the largest credit union in the state and the fifth largest cooperative in the country, with assets of over $11 billion – is about to touch your heart, because you’ve touched theirs with your posts on social media.

The company is introducing a new advertising campaign featuring real people sharing their feelings, with “share” being the operative word in a campaign titled “SHARE.”

In a release this week, the company said it “has ascended from being member-owned, to being member-loved.”

The proof if this comes in the numbers, if not in the accolades people leave on Facebook, Twitter, Yelp and other postables. Over the last two years, BECU membership has increased 18 percent, and the new campaign “expresses the thoughts and feelings of both new and longtime members about their ongoing relationship with BECU. The advertising features the actual words and authentic interactions taking place between BECU and its members on social media.”

It could be said that this “high-touch” campaign is not necessarily new to banking in the Northwest. Some people may recall the so-called “Occasio” ambiance at Washington Mutual, which continued in spirit with Umpqua Bank’s gathering-place feeling. Columbia Bank has continued the un-business, people-centric trend with its traveling blue couch, and where teller windows have been replaced by money-concierge service at some banks, it has taken a credit union to recognize and seize the power of social media.

The company website proclaims, “The real passion our members have for BECU and their authentic messages and posts are at the core of the SHARE campaign.”

Take a look for yourself at

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