SITUATION: The Independent Community Bankers of America support the retail banking efforts of the 5,000 community bank members across the U.S. Research on awareness and consideration for community banks revealed that the advantages of working with a community bank were not obvious to most banking customers, especially millennials. They needed to distinguish themselves from traditional “Wall Street” banks and credit unions.

SOLUTION: Tilt worked with media partner Spurrier Media Group to develop and run a test campaign across three distinct markets. ‘Don’t let a big bank make you feel small’ was a simple appeal to highlight the more personal, human approach of a community bank. This was brought to life in a branding campaign comprised of quirky and fun spots for digital media, out-of-home placements, and various social executions that we conceived and produced entirely in-house.

PERFORMANCE RESULTS: Our campaign yielded promising results! After seeing the three videos, over 80% of Millennial consumers wanted to learn more about community banks. On top of that, 75% of people who haven’t used a community bank were interested in learning about locally-owned banks in their area.