Navy Federal goes full Mission Assist: Auto
Doner gives Navy Federal a new character to help members navigate car buying.
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Financial services aren't exactly known for their characters. Navy Federal Credit Union and agency Doner are looking to change that.
Mission Assist: Auto is a new campaign that leverages the Mission Assistant, a character designed to help members navigate financial decisions throughout the car buying journey with greater confidence and clarity.
Developed in partnership with Doner, which was named Navy Federal’s agency of record in July of this year, the campaign marks the first work to come out of the partnership. The campaign also brings a new dimension to Navy Federal’s brand promise, “Our Members Are the Mission,” translating it into a more tangible experience built around the decisions members face every day.
Across a range of relatable car-buying scenarios, the Mission Assistant serves as a recurring guide who brings clarity and confidence to complex financial decisions through playful storytelling and a touch of humour. Mission Assist: Auto is intended to build awareness of Navy Federal’s financial solutions and bring its products into consideration to prepare members before they shop, compare their financing options and arrive at the dealership with greater confidence.
Credits
View on- Agency Doner/Detroit
- Executive Creative Director Robert Legato
- Executive Creative Director Michael Stelmaszek
- Creative Director Andrew Wight
- Associate Creative Director Nick Marine
- Senior Producer Meredith Grimm
Explore full credits, grab hi-res stills and more on shots Vault
Credits
powered by- Agency Doner/Detroit
- Executive Creative Director Robert Legato
- Executive Creative Director Michael Stelmaszek
- Creative Director Andrew Wight
- Associate Creative Director Nick Marine
- Senior Producer Meredith Grimm
The campaign is built for military members, Veterans, and their families, and will run nationally across TV, streaming, online video, radio, social, and display, including broadcast placements during NFL, NBA, and NHL programming.
“Making confident financial decisions starts with understanding your options,” said Pam Piligian, Chief Marketing Officer at Navy Federal Credit Union. “Mission Assist: Auto brings our tools and expertise together to make those decisions easier for our members, giving them the clarity and support they need to navigate important financial milestones like buying a car.”
“Financial decisions can feel overwhelming, and the industry doesn’t always make it easy for people to know where to start,” said Craig Conrad, President & Chief Operating Officer at Doner. “Mission Assist: Auto gives Navy Federal a distinctive way to change that, using a character with a clear purpose to make financial guidance feel more human and accessible. What makes the platform exciting is its potential to go beyond auto loans and become a recognisable part of how members engage with Navy Federal across their financial lives.”
