As a leading national advocate of and provider to the credit union industry, CUNA Mutual Group wanted to communicate their unparalleled dedication to the industry. We developed a new brand campaign – “TRUE.” Because the essence, and market perception, of the campaign relied heavily on employees’ belief and actions, we launched an intra-organization experiential campaign that preceded the external campaign by several months. This internal campaign interrupted the usual work environment with messages that highlighted the convictions and efforts of individual employees. Extended nationally throughout their offices, it was a clarion call to every employee that CUNA Mutual’s TRUE commitment was to be expected, and celebrated, every day.
