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Below Average Campaign

Our longtime client VCCU came to us with a clear goal: to increase registration rates for their Visa card. Having worked with them for a while, we decided to test out a pretty cheeky approach: spinning VCCU’s low interest rates into a “we’re below average” mantra. VCCU loved it, and the “Below Average” marketing campaign was a huge success—our client saw a 40-percent increase in Visa card registration—and a ton of fun. Others apparently agreed, as Mustang won a 2014 GDUSA award for the campaign!