Jovia to air Super Bowl ad with new campaign

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By Dan Sears

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Jovia Financial Credit Union will be airing 30-second regional spots before, during and after the Super Bowl.

The ads highlight the benefits of banking with Jovia. The credit union, headquartered in Westbury, reported $4.23 billion in assets in its 2022 annual report and more than 200,000 members. It has 22 locations and a little more than 500 employees, said Renu Dalessandro, chief marketing officer at Jovia.

Dalessandro said the credit union’s team members were geared up for “this very exciting time for the organization for this opportunity about spreading our message and mission.”

Jovia will be joining more than 50 advertisers vying for the eyes of the more than 100 million people expected to tune in this year to CBS (and Paramount+ and Nickelodeon) on Super Bowl Sunday (Feb. 11). Last year’s broadcast on Fox was watched by a record 115.1 million viewers, according to Nielsen.

Among those advertising this year are Budweiser, with its iconic Clydesdales, Michelob Ultra with the iconic star power of soccer legend Lionel Messi, and Uber Eats with Jennifer Aniston.

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Jovia’s campaign follows acquisitions and charter changes that allow the credit union to expand nationally.  Now, the organization is “getting into the game” by launching TV commercials, a regional marketing blitz and an internal employee engagement program that includes a social media lift to build buzz.

With the Super Bowl regional ad, the credit union can promote its brand beyond Long Island and into the five boroughs, parts of northern New Jersey, Westchester County and up to Stamford, Conn.

Some organizations are releasing their ads ahead of game day, while others are staying mum. Without providing too much detail, Dalessandro described Jovia’s campaign as “a play on nonprofit banking” that is “fun” and “edgy,” adding that it “will make you laugh.” The campaign will be incorporated into a rotation of ads, including print, digital and out-of-home, such as billboards, posters and more. She said the credit union will take the campaign’s concept “even further” than what airs on Super Bowl Sunday so that people “get to know who we are, our benefits and how we can help as a financial solutions provider.”

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She said the opportunity to advertise during the Super Bowl only presented itself in the fall of 2023, giving the team just a few months to work on the campaign.

“The regional Super Bowl television commercial we have produced fits within our media budget and is in complete alignment with the marketing efforts and commitments we have established for 2024,” she said. “This expands beyond the big game, yet [there is] no bigger stage to launch it.”

The team, she said, considered every angle when developing the campaign, “working closely with our CEO,” who she said was the effort’s “biggest advocate.”

Internally, she said, team members are having fun with the campaign, as they get t-shirts and other related swag, take part in contests and trivia activities.

“It gives the employees an opportunity to be part of the whole experience,” she said.

The credit union is encouraging employees to wear their t-shirts and send in social media posts and share recipes that show their game-day experience.

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“It’s an investment into our future,” Dalessandro said. “We want to connect with larger, diverse audiences.”

The Associated Press contributed to this report.

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