Ding Communications Unveils Auto-Lending Campaign for GNCU

Oct. 5, 2010 - PRLog -- RENO, Nev. – Oct. 5, 2010 – Greater Nevada Credit Union asked Reno-based ad firm Ding Communications to increase awareness among Northern Nevadans of the credit union’s automotive-lending efforts.

There has perhaps never been a better time to consider a vehicle upgrade. Lending rates are at their lowest. Dealers are truly in the mood to deal. And Greater Nevada is making it known they have money available for lending to qualified borrowers. In short, if you’re in need a vehicle that can better accommodate your life, you’re in the driver’s seat.

In its second assignment from the credit union, Ding recently released a multi-faceted campaign highlighting the pains of living with a vehicle that no longer fits the campaign protagonists’ lives. The campaign is underscored by It’s Time to Live Greater positioning, which supports the credit union’s range of lending programs.

Incorporating billboards, newsprint, online, TV and in-branch collateral, the work reveals a professional woman, and a father and his family, respectively, coping with vehicles that don’t suit their lives. Media includes billboards, newsprint, online, TV and in-branch collateral.

“Each of us has been living in times that have required us to make the best of what we have,” said Greg Fine, Ding’s creative director and a firm principal. “This campaign taps folks on the shoulders and says ‘If your current vehicle isn’t fitting the bill any longer, then you may want to take advantage of the incredible alignment of circumstances that are benefiting auto buyers.’”

In one of the TV spots (http://dingthinking.com/work/gncu-tv), the heroine is engaged in her morning routine of launching herself into her massive, lifted pickup. To accentuate the height difference between actor and vehicle, 5-foot, 3-inch San Francisco actress Kimberly Jensen launched herself into the truck – which stood 4-feet off the ground – more than 45 times.

The other 15-second spot (http://dingthinking.com/work/gncu-tv) highlights the struggles of a family preparing to leave on vacation. The Dad gamely attempts to stuff all the people and luggage into a vehicle that originally accommodated a much smaller clan, only to discover some precious cargo was left behind.

All work is conspicuously accented by two LIVGR8R license plates (http://dingthinking.com/work/gncu-print2), meticulously rendered to resemble Nevada’s original “blue” plates and the current sunset version.

“I am proud of this work,” Fine said. “We tapped into the bond Greater Nevada enjoys with its membership. The advertising is supportive and empowering, and offers Greater Nevada’s help in solving what for many is a circumstantial problem they can comfortably put behind them.”

The campaign is scheduled to run through the first week of January 2011 in Greater Nevada’s northern Nevada service area.

Ding Communications worked with a variety of professionals to bring the campaign to life, including:
Stan Byers – Stan+Can Design
EXL Media
FLF Films
Jeff Ross Photography
Adrenaline Sound
Nancy Hayes Casting
Nevada Casting

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Ding Communications is a full-service marketing and advertising agency based in Reno, NV. Ding specializes in graphic design, branding, web design and development, online marketing, creative advertising campaigns and marketing strategy. Dingthinking.com