Broadcast, Out of Home
About Associated Bank
To stand out in a commoditized, undifferentiated category and to convince consumers to switch banks, Associated Bank needed to increase awareness of its brand, which includes its excellent customer service and its full-service banking solutions. It had to start behaving like a challenger, because the big boys just kept getting bigger.
Our :30 spots took common banking frustrations and reframed them. What if a coffee shop hid their fees, the way a bank does?
Each scenario played on the absurd. Because what’s more absurd than being passed around by the people who hold all your money?
“Challenge your bank” became our rallying cry. A way to demand more of the institutions that handle your money.
The pain points we addressed were based on frustrations both consumers and business people had with their banks.
In Chicago, we spoke to Associated Bank’s B2B audience. Taking over a busy commuter train station with creative that asked business commuters to raise the bar.
In out of home, we created executions that quite literally questioned unnecessary hoops.
Raised aided awareness by double-digits in key growth markets.