We Won a National Award, and a VW Bus Made It Happen.
How People Driven Credit Union turned a complex technology rollout into a campaign members actually loved.
By Dave Sullivan, VP of Marketing · April 2026
🏆 Social Short-Form Video — “Drive-Thru Smarter: ITM Launch” — America’s Credit Unions Diamond Awards 2026
When we rolled out Interactive Teller Machines across every People Driven branch, we knew the technology was good. What we weren’t sure about was whether members would trust it.
New technology makes people nervous. A machine that replaces a teller window, no matter how capable, needs to earn its place. So instead of just installing the equipment and hoping for the best, we built a full campaign around the rollout. We called it Drive-Thru Smarter.
The goal was simple: show members exactly what to expect before they ever pulled up to the screen. No surprises. No guesswork. Just a clear picture of how the ITM works and why it’s still personal banking, just from your car.
That campaign is one of the 2026 Diamond Award Winners from America’s Credit Unions Communication and Marketing, Development Council, one of the most competitive years in the award’s history, with 1,481 submissions from credit unions across 42 states.
Drive-Thru Smarter: Watch It Here
The award-winning video that introduced ITMs to People Driven members across Michigan.
The Bus Was Personal
The star of the campaign wasn’t the ITM. It was the bus.
Pairing a genuinely iconic vehicle with a real employee walking through a live transaction turned out to be exactly the right call. Members who might have scrolled past a standard tutorial stopped to watch. Once they watched, they knew what to do at the ITM before they ever left home.
What the Campaign Actually Looked Like
Drive-Thru Smarter wasn’t one thing. It was a coordinated push across every channel members use to connect with us.
Custom ITM wraps, toppers, and branch signage gave every machine a consistent identity tied to the People Driven brand
A dedicated webpage at PeopleDrivenCU.org/ITM answered common questions in plain language
Targeted email campaigns and in-app messages reached members where they already were
Short-Form Reels and posts on Facebook and Instagram let members preview the experience before their first visit
Branch staff trained hands-on so they could walk any member through a first transaction with confidence
Feedback from early branch launches was used to sharpen scripts and signage in real time
A phased rollout gave us room to listen, adjust, and improve before going system-wide
What Members Said
The results weren’t just anecdotal. Lobby wait times shortened because more transactions moved to the drive-thru. Members who initially avoided the ITM lanes came back after watching the videos and knowing what to expect.
“I thought it would be confusing, but I can still see a person when I need help.”
People Driven Member, after first ITM transaction
The 2026 Diamond Award emphasizes the importance of blending technology with personal interaction. By facilitating immediate access to knowledgeable tellers through our interactive teller machines, we enhance customer experience without sacrificing the personal touch. This innovative approach underscores our commitment to prioritizing member relationships in a rapidly evolving digital landscape.
Try It at Your Branch
ITMs are live at every People Driven Credit Union location. See how they work and find your nearest branch.
People Driven Credit Union is federally insured by NCUA. Membership eligibility required. 2026 Diamond Award Winner People Driven Credit Union garner industry recognition
Eligibility required.
