Nassau Educators Federal Credit Union (NEFCU) wanted to broaden its membership base and build brand awareness by leveraging the uniqueness of their name: NEFCU.


We developed a campaign that aligned NEFCU with Scrabble, the well-known Hasbro game. The messaging spoke to NEFCU’s financial strength, while also emphasizing the name “NEFCU” in a fun, educational way. The campaign, which included TV, radio and print also had a separate initiative with Scholastic.


NEFCU became an actual word in its own right, and the credit union surpassed its awareness, financial and membership goals.