by Tanya Gazdik , June 4, 2009

"Banks don't need bailouts, people do," proclaims a print ad in USAA's sassy new marketing campaign, which is aimed at attracting new customers by highlighting the bank's strength and stability.

The reportedly $25 million campaign -- which the bank says is its biggest campaign ever -- includes print, radio, out-of-home and interactive, and will run through early November. The direct-response and interactive elements will be targeted at major markets nationwide from San Diego to Washington, D.C. Heavy media penetration will be aimed in markets with large concentrations of military personnel, as San Antonio, Texas-based USAA seeks to be the provider of choice for the military community.

"When some financial companies were decimated in 2008, USAA remained strong and growing. When other companies took government bailouts, we said, 'No thank you.' And as others cut back to survive the recession, USAA is stepping forward, without hesitation," said USAA President and CEO Joe Robles in a statement.

advertisement advertisement

The new campaign is from Interpublic's Campbell-Ewald, which won the account in January. The Warren, Mich.-based agency also handles the U.S. Navy account, so creating a bank campaign directed at the military is a natural fit for it.

One unique component of the campaign is coffee sleeves with messages such as: "What's more bitter, a $3 ATM fee or a $3 cappuccino? Try USAA Bank." They will be distributed by independent coffee shops in all of the USAA's major markets, according to Campbell-Ewald spokesman Mark Benner.

The campaign reinforces USAA's customer service and ability to provide banking, insurance and investment services.

"They charged you $38 billion in fees, and some still needed a bailout," reads one ad. "We believe the only banks that can claim financial stability are ones like USAA that didn't take a dime in TARP funds." Another states: "USAA didn't need a bailout. Which means we've saved you money already." One ad for insurance services states: "You may not be able to avoid reckless drivers. But you can avoid reckless insurance companies. Try USAA insurance."

In 2008, as many banks reported huge losses, USAA Federal Savings Bank returned a healthy after-tax profit of $188 million. In addition, the bank returned $368 million to members through ATM surcharge rebates, rebates for buying or selling a home through USAA MoversAdvantage, credit and debit card rewards and home-equity loan closing costs paid for by USAA. For the past three years, BusinessWeek magazine ranked USAA among the top two "Customer Service Champs."

"In tough economic times like these, strong companies that remain committed to advertising can achieve a much greater share of voice and ROI," says Scott Bedbury, CEO of Brandstream. "With most industries becoming even more competitive for business, this not a good time to be silent. Brands that stay aggressive now will also have much greater momentum once the economy turns around."