Objective: Brand and market a student checking account for Union State Bank. Position the bank as inviting and more youthful than the competition.
Obstacles: Union State Bank utilizes a mascot named Freebie in addition to the colors of purple and green. The target's experience with mascots and the colors purple and green are reminiscent of the childhood character, Barney.
Teens are a fickle and elusive target, often skeptical of advertising done by financial institutions.
Solution: Absolute Marketing Group devised a creative strategy that spun the corporate identity to become more inviting to the demographic. By developing a unique look, removing the illustrated Freebie from all print and online materials, we were able be informative in such media as direct mail, collateral and Facebook.
For television and radio, Freebie was sarcastically and humorously positioned as a fool. In addition to peaking interest, a message was sent that Union State Bank was less stuffy than the competition.
Click the Right Arrow above to view the campaign elements and deliverable
Logo creation - The Ubanking logo uses, but is not defined by corporate color standards.
Apparel - Abstaining from a slogan or call to action increased the likelihood this item would be worn on a day to day basis.
Brochure collateral - This traditional brochure was delivered to college expos, career shows and to patrons at the bank.
Television - It was intentionally shot for easy conversion to online media such as YouTube.
Gold Addy - Radio
Radio - The spot succeeded in addressing a mascot without visual clues.
Facebook - Social networking generated the highest response
www.unionstatebankfargo.com/ubanking
Mini-site - In tandem with social networking ads, it provided a wealth of solid information while not interfering with the corporate business site.
Signage - Featured at the main branch located in the West Acres Mall, these posters were highly visible to a heavy amount of traffic.
