LANSING, Mich. — LAFCU has won the 2016 Innovation Award from the Michigan Credit Union League for its six-foot-tall letters of its name that are part of a marketing campaign titled “Down to the Letter.”
“Larger than an average person, the huge blue letters were first introduced in a TV commercial with a team of 12 LAFCU employees constructing them, exemplifying teamwork and LAFCU’s 80-year history of building strength and integrity,” the credit union said. The commercial began airing in late September.
The letters are also being placed at numerous events in LAFCU communities, gaining considerable recognition.
“The LAFCU letters have become a fun way to call attention to our name change, our history, our services and our mission,” said LAFCU CEO Robin Frucci. “The letters are our big, friendly ambassadors, and we are thrilled the campaign was chosen by the MCUL to receive the 2016 Innovation Award.”
The credit union changed its name from Lansing Automakers Federal Credit Union to LAFCU in 2013 following a move to a federal charter from a state charter.
The LAFCU letters have appeared at several events including Jazz on the Grand in Lansing, Oktoberfest in Owosso, Urban Air in Eaton Rapids, and most recently, the Phil Denny & Friends Christmas Collective in Lansing.
LAFCU will receive the Innovation Award at MCUL’s Annual Convention and Exposition, June 8-11, in Detroit.