Hawke's Bay-based NZCU Baywide's television campaign to lure customers away from banks is working well, says CEO Gavin Earle.
An advertisement pictures people going about their business while carrying a banker on their back. When one man walks into a NZCU branch, his banker is ejected mid-air on to the footpath.
Theadvertisement has been shown on the three main free-to-air stations and Maori TV.
"We've had nothing but good feedback," Mr Earle said. "We are getting a lot of enquiries on the 0800 number."
Baywide was the largest of several NZCUs rebranding in the North Island. The latest branch was officially opened in Whanganui on Saturday adorned with new orange livery - Hawke's Bay branches will soon follow.
"We have had just over 20 new accounts opened in Whanganui, with numerous personal loans written and a number of home mortgages approved - great support from that community already."
The credit union was promoted as providing an "easy banking" experience, with customer satisfaction a focus.
A recent independent survey showed NZCU gave superior customer service to banks.
Mr Earle said customer service was a foundation of credit unions.
"We provide the full range of personal banking services that banks do, but our model is different," he said. "Our customers are also our owners who share in our success, therefore the relationship is much closer.
"We don't have the pressure to maximise profits for external shareholders like banks. Credit unions put profits back into a combination of better rates, fairer fees, responsible lending, community support and, of course, outstanding customer service.
"As a credit union, we focus on getting to know members, understanding their needs and doing our best to tailor solutions that help them improve their financial position.
"Credit union members also like the fact that, being 100 per cent New Zealand-owned and operated, members' funds are retained in New Zealand."
Mr Earle said the campaign was not just about courting new members, but hoped to "re-engage" the 30,000 existing members.
Credit Union Baywide, trading as NZCU Baywide, was established in 1971. It has branches in Gisborne, Wairoa, Napier, Hastings, Waipukurau, Dannevirke, Palmerston North CBD, Palmerston North Hospital, Wanganui, New Plymouth, Masterton, Porirua, Lower Hutt and Wainuiomata.
