Mutual 1st Federal Credit Union

The Challenge

In late 2022, Mutual 1st Federal Credit Union approached 1123 with a goal: to create a branding spot that encapsulated the essence of being part of a member-owned, local credit union. The aim was to produce a spot that would resonate across various online and broadcast mediums throughout 2023, reflecting the credit union’s commitment to its members.

The Approach

1123 set out to develop a 30-second spot that captured the desired feeling in both words and visuals. A key factor in production was budget efficiency; we had to strategically plan to shoot at multiple locations within a single day. Our grassroots production approach enriched the variety of shots, reinforcing the message that at Mutual 1st, members from all walks of life are always prioritized.

The production included sweeping drone footage of Elkhorn, NE, and efficient coordination between two different crews, enabling us to capture all principal footage within a day.

The spot began airing in late fall 2022, strengthening Mutual 1st’s brand image and their member-first philosophy. It also gave non-members a glimpse of the benefits of joining the credit union.

A major media milestone was securing local ad placements during the 2023 Super Bowl, achieving significant market share and audience reach. This exposure was pivotal, with market shares ranging from 3% to an impressive 81% during the game, and audience numbers peaking at 280,000.

Furthermore, the commercial’s tagline has since become the foundation for new campaign messages, perfectly encapsulating the credit union’s core philosophy and enhancing its brand identity.