Client News

SAFE Federal Credit Union Letting the Public Choose Its Feb. 5 Big Game Commercial

SUMTER, South Carolina, January 30, 2017 – SAFE Federal Credit Union plans to score brand awareness with a locally run commercial during the February 5 game between the New England Patriots and the Atlanta Falcons. With three ads to choose from, SAFE is turning to the public to help choose which ad to run during the game.

SAFE will run two 30-second commercials during the game on the local Fox affiliate, WACH. The Columbia market is the 78th largest television market, according to Nielsen, with an audience of more than 400,000 TV homes. It is also SAFE’s largest market, encompassing nearly 90 percent of its membership base.

SAFE is considering one of three ad choices, which its members and the public can help select. The ad that will air will be chosen through an online vote. Voting runs through Friday, February 3.

The three ads feature SAFE employees and members and depict the heart of the credit union. The “Backyard Party” ad is about friends coming together. The “Our Community” spot focuses on SAFE’s community connection and service. And “Air Force Roots” highlights SAFE’s multi-generational history at Shaw Air Force Base and its service across the Midlands.

“As the most watched sporting event of the year, this is the optimum time to showcase what SAFE is all about,” said Toby Hayes, vice president of marketing for SAFE. “Each of these commercials highlights our community and our commitment to it. Airing one during the biggest football game of the year gives us exposure on a grand scale.”

Hayes wrote the three spots being considered, then worked with BYM Agency of Overland Park, Kansas, which produced them. All of the ads will be used at other times throughout 2017 as part of SAFE’s brand awareness campaign.

About SAFE Federal Credit Union
SAFE Federal Credit Union, founded in 1955, is the largest credit union based in the Midlands, with more than $1 billion in total assets, 114,000 members, and 19 branches. Membership is open to anyone who lives, works, worships, or goes to school in Sumter, Lee, Clarendon, Florence, and Orangeburg counties, as well as parts of Kershaw, Richland, and Lexington counties. Membership is also open to employees of more than 500 companies located throughout the Midlands and relatives of those eligible to join. Connect with us at, on or @SAFEFCU