News : United Credit Union Site Helps Unlucky in Love

1-11-2006

Unlucky in love? If you have ever broken up with someone over money matters, the fictitious Association of Financially Related Breakups (AFRB) could be just what you need.

Created for Market United client United Credit Union, the AFRB campaign highlights United Credit’s strong emphasis on customer service, discussing the effects of financial matters on romantic relationships in a comical way.

The online campaign employs the same tongue-in-cheek humour that is used offline. The creative execution has been carefully designed to allow the offline content—in the form of United Credit’s TVCs—to be integrated into the micro-site.

Market United has developed a flash-based AFRB micro-site, with comic video elements and a dating theme to reflect the offline direction. Furthermore, a viral email facility is included in the site, so visitors can share the comical message.

Users are invited to take a tongue-in-cheek quiz, responding to a series of questions about their views on money and how these relate to their personal relationships.

At the end of the quiz, users are “matched” with their perfect financial partner and given the opportunity to find out more about specific United Credit products. A “call me” function allows United Credit to generate genuine sales leads as customers interested in a particular product can request more information from a United Credit representative.