Case Study: Indiana University Credit Union boosts loan and credit card growth with Comcast Spotlight

Indiana University Credit Union - Customer Case Study

Indiana University Credit Union (IUCU), a financial services provider in Bloomington, Indiana, wanted to grow its loan business, especially mortgages, consumer loans, and credit cards. To reach its core audience of middle- to high-income adults ages 25–55, IUCU partnered with Comcast Spotlight and used multi-screen advertising along with geographic targeting to reach Bloomington and select areas of Indianapolis.

Comcast Spotlight created a strategic campaign using television spots on networks such as ESPN, HGTV, TNT, and NBCSN, plus home-page takeovers on XFINITY.com for credit cards. The campaign delivered strong results: retail loan growth reached 10.8% year over year, beating the 7.5% maximum goal, credit card business rose 13.7% after previously declining, and IUCU became a leader in its market for residential real-estate lending.

Indiana University Credit Union