Golden 1: Life is a Journey
Golden 1 Credit Union, recently named one of Fast Company’s 2023 Brands That Matter, has partnered with Questus as its new Creative and Media Agency of Record. This collaboration aims to elevate Golden 1’s brand presence, enhancing its ability to serve all Californians on their financial journeys. Golden 1 is known for prioritizing people over profit, investing back into the community—a value Questus will effectively capture and communicate.
Empowering Financial Well-being
Golden 1 Credit Union is dedicated to empowering and educating Californians about financial well-being. With over $20 billion in assets and more than 1.1 million members, it stands as the nation’s sixth-largest credit union. The institution is committed to creating a more equitable and financially inclusive California by serving all residents and workers within the state.
Questus: A Strategic Partner
Questus, known for its human-centric approach and over 20 years of experience in creating meaningful brand experiences, will play a pivotal role in Golden 1’s rebranding efforts. The agency’s deep financial experience with brands such as Discover, Capital One, and American Express makes them an ideal partner. Their collaborative and strategic energy aligns perfectly with Golden 1’s vision.
The “Life is a Journey” Campaign
Questus’ first major initiative as Golden 1’s AOR is the “Life is a Journey” campaign, launching on May 6. This campaign will focus on real, relatable moments in the lives of Californians, telling stories that reflect their experiences and aspirations. The central theme is that life is more than a series of transactions; Golden 1 is committed to supporting members through all of life’s journeys.
Campaign Highlights
- Real-life Stories: The campaign will feature relatable snippets of California life, showcasing special moments where Californians see themselves and their families reflected.
- Dynamic Brand Expression: This initiative will introduce a new look and feel for Golden 1, emphasizing their brand promise through dynamic and engaging storytelling.
- Multi-channel Presence: The campaign will be broadcast across linear/broadcast TV, OOH (Out-of-Home) and DOOH (Digital Out-of-Home), and various digital platforms, including social media, search, and display ads.
Building Meaningful Connections
Golden 1’s partnership with Questus aims to build meaningful connections with Californians through creative and immersive storytelling. The campaign will highlight Golden 1’s dedication to providing easy access to financial solutions, resources, and support, reinforcing their commitment to the well-being of their members and communities.
Leadership Perspective
Mike Daum, Senior Vice President and Chief Marketing Officer of Golden 1 Credit Union, expressed his enthusiasm for the partnership: “Questus brings high-quality brand creative, strategic acumen, and a passion for building strong relationships. We look forward to our partnership as they will play a crucial role in the evolution of the Golden 1 brand. Together, we will support more members, give back to more communities, and reach even more Californians in the coming years.”
Conclusion
The “Life is a Journey” campaign marks a significant step in Golden 1’s mission to enhance financial inclusivity and support for Californians. With Questus at the helm of creative and media strategy, Golden 1 is set to deepen its impact, fostering a stronger connection with the diverse communities it serves. This professional campaign, published in the United States in May 2024, represents a bold new chapter for Golden 1, blending innovative storytelling with a steadfast commitment to financial empowerment.
