Advertising agency Cactus has launched its latest work for client CommunityAmerica Credit Union (CACU), an inspirational, integrated branding campaign that leverages its sponsorship of NFL team the Kansas City Chiefs and its quarterback Patrick Mahomes to highlight a shared sense of hometown pride.
The effort—launched during the Chiefs’ second preseason game and includes TV, radio, digital, native and out of home media—meaningfully connects CACU to the Kansas City community by positioning it as the premier local financial institution for the nation’s most overbanked metro.
Kansas City’s collective momentum is moving forward—from its growing tech industry to its thriving small businesses to its NFL team. The new work supports this sentiment and the idea that there’s nothing locals can’t accomplish together.
In the inspiring 60-second execution, Mahomes rouses his team to victory in a locker room speech that doubles as an anthem for the people of Kansas City—and the town itself. It opens with Mahomes walking through the stadium one early morning and cuts to various members of the Kansas City community throughout. “Today is a new day,” the quarterback is seen telling his teammates. “A day we’ve been waiting for our whole lives.” As they cheer on the MVP, we see shots of people experiencing major life moments: a baby taking its first steps, an architect about to retire, a young couple moving into their new home, a woman opening her own business, a man gazing at the engagement ring he just bought.
“Everyone knows KC is on the rise,” Mahomes’ pep talk concludes, “but what they don’t know, is we’re just getting started” The spot tags with the message: “CommunityAmerica. Powering the rise of Kansas City.”
The 60 second ad, which is available in 30- and 15-second cutdowns, is a different tone for CACU, which has done two previous campaigns with Cactus. While those efforts also played up the credit union’s local pride, they were humorous and focused on specific products, such as Chiefs checking. They were also effective: In 2018, CACU surpassed its checking account target by 16% and added more than 1,000 more households than it expected.
“This fall, our focus is on highlighting local growth and reinforcing CACU’s commitment to the community of Kansas City, the credit union’s breadth of products and sophistication as a financial institution,” said Norm Shearer, Partner and CCO. “And strengthening our relationship with Patrick and the Chiefs, whose teamwork could not better illustrate the spirit of this town.”
New-member acquisition remains CACU’s primary objective in advertising, while encouraging deeper product engagement with current members is a secondary one. Cactus designed the TV and radio ads to create brand awareness, likability and a strong feeling of connection, and the OOH and digital executions to support product-specific messages and generate awareness for product relevance and benefits.
