esl federal credit union

Celebrate real ESL members and showcase all the differences they love about banking there. 

(Click an image to view the full gallery.)

In-branch signage

Challenge: ESL consistently scored very high in customer satisfaction - a rare achievement among financial institutions. They had a story that nobody else could tell, and they wanted to tell it in a way that no bank could claim. 

Solution: Recruit real ESL members to star in an integrated campaign that included TV, print, branch signage, collateral, radio, and direct mail. The campaign was a hit with the public and with members themselves.

Being treated like TV stars for a day at a production studio was itself a member relations event, and proved so successful that the credit union recreated the campaign with a new cast of members within a few short years.





:30 TV

For more ESL TV spots, click here.

:60 radio

The same down-to-earth, hometown attitude that came through in the rest of ESL's brand identity was celebrated with a touch of humor and warmth in a series of radio spots designed to catch people's attention during a hectic day of errands or a daily commute.

High priestess of home improvement

A weekend-in-your-underwear retreat

Chantal was a woman obsessed

Maria had a dark secret

Serena: young professional, Rochesterian

There was something Beth secretly longed for

Jane felt like the walls were closing in


direct mail


Challenge: Encourage members of ESL Federal Credit Union to take advantage of a fixed-rate home equity loan at a time when the market was flooded with variable rate lending.












Solution: In the spirit of the personal-touch ESL brand, send members a simple, friendly mailing that uses a single-serve tea bag to illustrate that a fixed-rate loan lets them rest assured that their rate won't go up. The message also featured a real member, which integrated with ESL's other media.



Agency: Roberts Communications Inc.