TV ad: Redstone Federal Credit Union: "Magic Deposits"

This is an archived ad - to view, please register for Bestads PRO membership or log in if you're already PRO. Ads on Bestads are free to view for the first week they appear. Register for FREE to view new ads.

Embed Video

The nation’s largest psychology-driven marketing and advertising firm Intermark Group has created “Magic Deposits,” a new ad campaign for Redstone Federal Credit Union. The agency … read morewon the assignment in June.

The objective of the “Magic Deposits” work is to attract new customers to open checking accounts through a geographically targeted promotion that offers participants a $500 incentive to do so. Driven by psychology principles, the ads show ways members can spend that $500 while reminding them how easy it is to obtain.

Portrayed by each character’s surprise by gifts they can purchase with a Redstone promotion bonus, the campaign playfully leverages cognitive disruption and the novelty principle – disrupting schemas (or expectations) consumers commonly have around banking and account balances. Social proof and the reciprocity principle are also utilized through repeated public discoveries and the enticement of a reward for initiating a Redstone checking account.

Three 30-second ads and two cutdowns (a :15 and a :06) will run on TV in July and throughout August. Intermark also created a :30 radio spot, social media and email assets, and a direct mail postcard.

A couple is checking their phones while sitting in a cafe in one of the 30-second spots. Within seconds, they’re startled to discover they are the recipients of items that they have been desiring to purchase.

“There are box seats for Saturday’s game in my checking account!” the man says excitedly. "There's a river-side spa package in mine!” the woman replies. As they receive these revelations, a guy at a table in the background can be seen gasping and flipping his chair over. After the narrator details the RFCU offer, the guy, a stranger, is sitting with the couple—he’s crashed their table. Nearly hyperventilating, he tells them he just received a full set of vintage, hand-crocheted car cushions. Each ad has a slightly different ending with the car-cushion guy providing comedic relief.

Redstone Federal Credit Union has been an Intermark client since 2018, a partnership fueled by the agency’s specialization in behavioral science.

“Intermark is once again thrilled to work with Redstone Federal Credit Union on their summer checking promotion. The use of humor and psychological principles like fear of missing out and scarcity make the spots compelling and relevant to the target audience.” read less...

Category Finance & insurance
Client Redstone Federal Credit Union
Agency Intermark Group
Production Vazda Studios
Country United States of America
Uploaded 7 September, 2023

Other credits

Creative Director-Marketing: Barry Sanders

Account Representative-Marketing: Crystal West

Assistant Vice President, Advertising: Stephanie Waddell

Chief Creative Officer: Keith Otter

Art Director: Hayley Efrid

Copywriter: Jen Thrasher

Account Service: Paul Brusatori

Executive Producer: Chris Mann

Director: Jason Wallis

Executive Producer: Randy Mihalchik

Producer: Sterling Williams

Director of Photography: Kristopher Kimlin

Editorial Company: Vazda Studios

Editor: JM Cifonie

Sound Design Company: Vazda Studios

Sound Designer: JM Cifonie

Redstone Federal Credit Union: "Magic Deposits"

Gold sponsors

The Best Ad Jobs