How does a regional bank compete with the big boys? Head on.
People don't really care about banks. But they do care about where they live. Why be a bank, when you can be the fuel and cheerleader for our progress as Midwesterners? When you bank with Associated, the money gets put back in the Midwest, making it a better place for all of us.
The idea was simple: "Your money works here."
We wanted to turn customers into proud evangelists. A launch piece to existing customers (and internal audiences) reminded everyone of the positive benefits to the Midwest they've already been part of.
Location-specific OOH, reminds people of the projects and progress we've helped make possible.