CUA worked to transition the everyday savings account to an Emergency Fund Account, recognizing the words “save” or “emergency” may not be well received or perceived as alarmist positioning. The creative solution for marketing and communications surrounding this effort was grounded in the “element of surprise”. Typically, when we hear the word “SURPRISE!” we think about an exciting surprise birthday party, a gift, flowers or a mid-afternoon sugary office treat made possible by a thoughtful colleague. People love positivity, which inspired this campaign to create memorable experiences while reminding people that surprises are not always positive. The graphic design used the word ‘Surprise!’ in traditional comic treatment to immediately attract the eyes and interest of viewers. Once the reader’s attention was secured, smaller print reminded the viewer while some surprises are good, others can be costly.
