DAYTON, Ohio – Wright-Patt Credit Union has introduced a new campaign themed “Banking Done Wright” as part of new brand platform.
“Unexpected fees. High borrowing costs. Financial institutions that can leave consumers feeling overlooked and underserved. The ‘Banking Done Wright’ campaign is built around a simple, urgent truth: everyday Ohioans need an advocate — one that will take a stand on their behalf and prioritize people ahead of profits,” said Cactus, the Denver-based agency that was named WPCU’s integrated agency of record earlier this year. “The campaign calls out the financial industry’s inclination to serve itself and contrasts it directly with WPCU’s member-first mission, positioning the credit union not just as a refreshing banking alternative, but as a lifelong financial partner committed to serving members’ needs and solving their problems.”
Not About the Feel Good
According to Cactus, the campaign deliberately avoids the soft, feel-good nature typical of financial services advertising.
“The tone is bold and proud — an act of advocacy for members, not a declaration of war on competitors,” the agency added. “It stands up for what’s ‘Wright’ without being overly combative or antagonistic.”
Seeking to Close ‘Gaps’
According to Cactus, a key objective of the campaign is closing significant awareness gaps in Columbus, where “WPCU is largely unknown to non-members, and combating the widespread misconception that membership is limited to military personnel or Dayton-area residents.”
The work is designed to increase awareness, strengthen relevance with consumers evaluating their financial options, and drive favorability and member acquisition across key products including checking, mortgages, and credit cards, Cactus added.
“This campaign reflects who we really are — a financial institution that genuinely puts members first,” WPCU SVP-Marketing Tracy Szarzi-Fors said in a statement. “It allows us to tell our story in a more distinctive and relevant way, helping more Ohioans understand what makes Wright-Patt Credit Union different.”
“Banking Done Wright” launched July 13 across television, radio, out-of-home, digital, and social media, and will run through the end of 2026.
The spot can be viewed here.
