Swipe & Sign was a 2-year campaign aimed at Visa debit cardholders. The emphasis of the first year of the campaign was to educate members that they needed to swipe and sign for purchases instead of using their PIN. These two steps became the “stars” of the campaign: “Swipe” and “Sign.” Costumed mascots were commissioned and used regularly at credit union and community events.

The campaign began with a direct mail brochure that opened up to a die-cut panel shaped like an old 45 record. That reached members as the radio campaign began, which included custom music performed by well-known musicians. Follow-up direct mail cards and statement inserts reminded members to use their debit card and sign for all their daily transactions – groceries, gas, clothing – and that these purchases accrued points that could be redeemed for flights, hotel stays, gift cards, etc.

The second year of the campaign, the credit union mailed a series of cards in which Swipe and Sign were inserted into members’ every day events – shopping, dining, and filling up at the pump. Again, the idea was to remind members to sign for their purchases in order to earn points.