Educational Employees Credit Union (EECU) — the 70th largest credit union in the U.S., the 13th largest in California, and the largest locally-based in the central San Joaquin Valley — tasked us with creating a campaign for the fourth consecutive year featuring celebrity spokespersons (and EECU members): Derek and David Carr. Having recently renewed his contract with the Oakland Raiders as one of the highest paid NFL football players in history, Derek’s likelihood of taking out a low-rate auto loan with EECU was low, but the potential to spread awareness about EECU products was gold…Or platinum?
Make the world believe Derek Carr was dropping an EECU-sponsored album by creating four commercials telling the story of Derek’s music career, and teasing his debut single with billboards, social media posts and a website. The commercials would follow Derek’s journey from spokesperson to singer-songwriter sensation, from initially pitching his idea, to recording his single, shooting his album cover photo and filming his music video, all finally leading up to an actual 90-second music video.
- A 12 hour (max) shoot day with Derek and David
- Going into the shoot without knowing the Carr Brothers’ lip-syncing abilities - who knew Derek was so N’sync with his inner Justin Timberlake?
- A small budget for a big idea
- Talking about all of EECU’s major products (Visa Platinum Credit Card, Auto Loans and Home Loans) and reinforcing the brand
- Working within EECU’s existing platforms (Facebook and Twitter) and guidelines (making strategy and content recommendations only)
- One company move, two crews, lots of preproduction meetings
- Write and produce a song in house that’s too catchy to forget
- Have a backup plan, including backup dancers
- DIY, from music track to jacket tassels
- Guerilla marketing in the form of a little billboard and a little music video teaser on the same day
- Made major waves. More people than ever before are talking about EECU out of Fresno, California
- Garnered over $300,000 earned media in digital alone
- Got over 93 million organic impressions
- Boosted EECU’s social media engagement
- Sports Illustrated called Derek’s music video the “greatest athlete commercial ever”
- The Canadian tuxedo is back in
- Entered meme status a month after dropping the music video stunt