A defining tenet of Unity One’s brand is its bold personality. With this member acquisition campaign, bold took center stage. Based on a kind of “location joke” message strategy, the campaign was centered on humorous, market-specific headlines that only an insider would get or know. This was used to position Unity One as being a trusted, local financial partner, a strong differentiator versus the big chain banks. Different creative was developed around Unity One’s three markets: Texas, Kansas City, and Minnesota. MarketMatch performed market research and conducted staff interviews that turned into insights—inside jokes if you will—that would resonate with those in each community.