With big-bank dissatisfaction on the rise Enterprise seized an opportunity to expand its retail side by launching a rewards program. Long known for its commercial capabilities we concluded the bank’s name was a natural asset for positioning its exciting new offerings.
Articulating the benefits of “I am my own enterprise” became the driving strategy behind the new campaign, making the bank’s legacy commercial history relevant to a new consumer audience.
Leading with radio, we brought “home” the everyday challenges of managing household finances and the rewards to be gained by a switching to Enterprise.
We deployed a hyper-localized media strategy mapped against their branch network trading area. Given the difficulty in getting consumers to switch banks, we utilized a deep saturation mix of radio, outdoor and opportunistic point-of-sale.
The outdoor and POS campaign sought out as many innovative touchpoints a prospect might have with the brand, mixing and matching specific rewards to generate consumer interest.
ATM screens, billboards, in-branch posters and even gas station signage provoked consideration wherever you went. Even if you didn’t get out of your car.
Point of Sale
A concurrent online campaign proved a direct relationship between ad spend and new account openings.