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BECU Launches New Advertising Campaign: SHARE

TUKWILA, Wash., April 1, 2013 /PRNewswire/ -- Today, BECU launched its new multi-media advertising campaign, SHARE, featuring over 50 stories of real BECU members taken from real social media interactions. 

BECU has ascended from being member-owned, to being member-loved. Over the last two years, BECU's membership has skyrocketed as a result of outrage over large banks' excessive fees and the subsequent Occupy movement.  Since 2011, BECU membership has grown by over 18 percent. The SHARE campaign expresses the thoughts and feelings of both new and longtime members about their ongoing relationship with BECU. The advertising features the actual words and authentic interactions taking place between BECU and its members on social media.

"The SHARE campaign is the BECU brand as voiced by our members," said Stephen Black, vice president of marketing. "We love seeing the real thoughts and opinions of our members come through our social media interactions with them every day. Their stories inspire us and move us. We wanted to share them with the community."

After recruiting more than 50 members to participate, BECU in collaboration with its advertising agency, Seattle-based DNA, produced several TV, radio, outdoor, print and digital ads to distribute the SHARE campaign. Viewers will see real messages from real members in the ads. No scripting was involved.

"This kind of member (customer) advocacy is non-existent at the big banks, and is rare to find with any brand these days" said Alan Brown, principal and managing director of DNA. "Our approach couldn't be more appropriate, because we're listening to what members are already saying, then putting it verbatim into the advertising. There isn't any spin here – it's just a reflection of the reality that is happening."

"It's not every day that someone asks you to be in a television ad," said Zachary B., a BECU member. "I've had varying bank experiences and by far the best one that I've had is with BECU. It's a pleasure to return the favor."

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