UMe and Adrenaline Win Gramercy Institute Banking & Credit Union Marketing Award

Agency and their client receive honors in for Creative Execution for the UMe Dancing Emu Social Campaign

Tuesday, November 23, 2021 – Since 2003, Gramercy Institute has honored excellence in financial services with its Banking & Credit Union Marketing Awards. This year, Adrenaline’s client UMe Federal Credit Union took home top honors in the Creative Execution category for the UMe Dancing Emu Social Campaign. This quirky creative social campaign featuring the iconic UMe Emu was targeted to raise awareness of UMe’s auto loans and rates and increase interaction with current and potential members on social platforms, specifically Facebook and Instagram.

A one-branch neighborhood financial institution, UMe serves the greater Burbank area, a tight-knit, unique community ranging from young millennials to retirees in Southern California. To further expand their reach into their core market, UMe wanted to garner new members and drive new auto loan applications. With a credit union located in the heart of Hollywood’s animation studio district, grabbing potential members’ attention requires an inspired approach.

For this project, the credit union wanted to promote their competitive auto loan rates and also evolve the look and feel of its signature UMe Emu “mascot” – a 7-foot-tall, loveable purple bird character with a big heart and a quick wit, who embodies the UMe spirit. Leveraging brand colors and an artful style, the messaging allowed UMe to pique the interest of social media users without giving away all the information – ultimately prompting readers to click-through to learn more.

Despite its population, Burbank is heavily saturated with other financial institutions. Many UMe members also are members at other local credit unions and customers of banks, so it can be challenging to stand out. With their funky, fun, and a little bit cheeky style, the social campaign resulted in more than 100K impressions and nearly double the industry standard clickthrough rate. Putting a smile on the face of Burbankians and delivering positive brand associations, the campaign exceeded the CU’s goal by more than 18% for new memberships and account-openings.

The Grammercy Institute’s mission is rooted in informing, educating and inspiring the financial marketing industry. Honoring success and achievement, the Banking & Credit Union Marketing Award has a highly-respected slate of award programming to highlight the success of industry leaders, pace-setters and teams. 

For more information or to speak to one of our experts about creating award-winning brand, marketing, social, and advertising campaigns for financial institutions, contact us at

Adrenaline is a brand experience company that creates and implements end-to-end branded experiences through creative and environmental design. We enhance our clients’ customer experiences across digital and physical channels, from their branding and advertising to design and technology in their spaces. After transforming an organization’s brand, Adrenaline extends it across all touchpoints — from employees to the market to in-store environments. And, we focus on serving industries that sell human experiences including financial, healthcare, sports and entertainment.

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