Project Summary
Michigan State University Federal Credit Union partnered with M3 Group to create a heartfelt campaign for their Visa Signature card. Focused on the emotional journey of parents dropping their kids off to college, the campaign moved beyond highlighting card benefits. Instead, it told a story that connected with families, showing how the Visa Signature card supports both parents and students during this significant milestone. The campaign aimed to create a deeper emotional connection while raising awareness of the card's perks.