Digital Credit Union Commercial

By Joyce Moed, Reporter

MARLBOROUGH, Mass.–Local residents here didn’t see just the typical theatrical Super Bowl commercials advertising beer, soft drinks and electronics.

They also got a look at a local credit union.

Digital Federal Credit Union had several 30-second spots featured on the local FOX affiliate throughout Super Bowl Sunday. The commercials aired during pre-game shows, in addition to the game itself.

“They weren’t specifically shot for the Super Bowl,” said Tim Garner, vice president of marketing and strategic planning for the 325,143-member credit union. “We shot them last year. It was a home-equity ad, where we can change the voice-over to change the commercial. Other than that, and the different text on the screen, it was the same ad.”

Garner said the $3 billion Digital Federal Credit Union chose to advertise in the Super Bowl because of the large audience the most important football game of the year attracts.

“Also, our home team was in the game,” he said, noting that if the Patriots wasn’t in this year’s Super Bowl, they most likely would not have advertising during the game.

Results from the commercial that specifically aired on Super Bowl Sunday will not be looked at separately from the credit union’s other advertising efforts, Garner said.

“It’s impossible,” he said.

In addition, Garner said the cost involved for airing the commercial throughout the game could not be revealed.

“It’s part of our advertising campaign,” he said, of the commercial that aired on Sunday. Feb. 3. “It works together as a system. It is part of our repetition. We just knew that by showing it then, we would reach out to more people than we could in any other way.”

This is especially true since this year’s game was the second highest viewed programming in TV history, according to Garner. “The only thing higher was the series finale of ‘MASH,’” he said. The Giants-Patriots Super Bowl attracted 97.5 million viewers. The “MASH” series finale in 1983 had 106 million viewers.

Digital Federal Credit Union has plans to continue to use the ad in the near future, Garner said
“It is planned to be used for several months,” he said.

The commercial previous ran during the hit reality television show “American Idol” last week.
“It also ran during several pre-game shows,” Garner said. “And every hour during the game. It will also air again during the Pro-Bowl next weekend.”

www.dcu.org