a unique opportunity
Atlantic Union Bank is the largest regional bank headquartered in Virginia, and their purpose is to enrich the lives of the people and communities they serve. Following the merger of two of its competitors, the financial institution saw a great chance to raise consumer consideration.
As their agency of record, West Cary Group has enjoyed a fantastic partnership with AUB for nearly a decade, and this was an exciting new opportunity to drive their brand forward. To accomplish our goal, we needed to attract customers dissatisfied with the merger, take share from the competition, and ultimately get people to make the switch.
making the moment count
Following months of creative brainstorming, strategy sessions with the client, rounds of visual exploration, and intensive market testing, we arrived at a product-focused campaign that truly resonated with potential customers.
We featured “no monthly fees or minimums,” remote video appointments, and “free checking” offerings. “The Switch Is On!” excelled at differentiating Atlantic Union Bank from both the big banks, where customers feel like they can become another number, and smaller community banks, which often don’t have a full suite of services to meet customers’ needs. From TV to billboards to social to motion graphics video, our campaign gave consumers with persuasive reasons to switch and increased Atlantic Union Bank’s brand awareness year over year.
West Cary Group has consistently impressed us with their ROI mentality. Plus, they get us as a brand – a homegrown bank that's evolving so we can stay small. Whether it’s in Virginia, Maryland, or North Carolina, we want our community to be proud of us and to continue to provide best-in-class services that improve their lives.
– Duane Smith, EVP, Chief of Staff and Enterprise Operations, Atlantic Union Bank
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