Michigan First’s tri-annual car sales are a truly unique marketing promotion that allow the Detroit-based Credit Union to drive increases in automotive loans and attract new membership. With the local economy struggling and concern about the response to the next sale, Michigan First engaged PUSH 22 to help them reinvigorate and rebrand the promotion as a Michigan First event, rather than a dealer-focused event.
PUSH 22 transformed the Credit Union into the “Loan Zone” and developed an integrated marketing campaign which positioned the Credit Union as the place to “get a great vehicle at a great rate.” The campaign included a mix of POS materials, direct mail, sixty-second radio spots, newspaper advertising, banner advertising on Comcast.net and vehix.com, and email marketing, as well as a three-story building wrap which targeted the thousands of cars passing by daily on I-696 (a major commuter route).
PUSH 22’s integrated approach proved to be a huge success, with Michigan First authorizing over 200 loan pre-approvals, more than any previous Car Sale promotion. Over the course of the two-day sales event, more than 80 vehicles were sold – nearly 20% of which were sold to new Michigan First members – and more than $1,000,000 in new loans were generated, making it their most successful car sale to date.