Aligning with the start of college football season, the campaign kicked off with a series of video ads across digital and streaming platforms. Each spot features SECU’s “unofficial” spokesperson, Member Advisor Sophie, enthusiastically promoting the new Terps card while humorously lamenting that Coach Locksley isn’t available to help spread the word. Instead, she relies on a life-size cardboard cutout.

As Sophie highlights the card's fan benefits, the scenes transition to various locations around UMD’s football stadium. There, she unexpectedly encounters the real Coach Locksley, who confidently reinforces her excitement and encourages fans to apply for SECU's Terps card. Turns out, they make a great team.

Following the initial launch, the campaign expanded across campus and statewide. With a focus on the card's benefits and Terps pride, it invited audiences to “Pay Proudly” and “Score More Points and Perks.”

Tackling Financial Wellness

In addition to the commercial spots, Coven proposed a series of organic social videos featuring a candid conversation with Coach Locksley about the importance of financial literacy for students. While not a banking expert, Coach shared his firsthand understanding of the challenges finances can pose without the right resources. These videos resonated with audiences, effectively building awareness of SECU's financial wellness services.