The Drum Awards Festival - Extended Deadline

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Date: Sep 2019
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Many businesses are realizing the need to know more about their customers, and the financial industry is one where attention to detail is paramount. When 150-year-old bank, Union Bank, decided to rebrand, they looked to their clients to steer the ship.

A research-informed campaign highlights the tie between the financial institution and its customers, showing how Union Bank’s expertise helps them achieve financial success, and what that means to each individual.

At a time when banks are closing branches, San Diego-based Union Bank has invested in creating a modern, in-branch experience through a model bank pilot program, complete with a new website, TV commercials, billboards, social and digital ads.

For a heritage bank, changing focus involved a two-year process, complete with in-depth research of clients and prospects designed to assess their perception of financial institutions and banking needs. That included focus groups and meeting with leaders in the organization to understand what the bank did best.

Working with agency Campbell Ewald, the bank decided on the focus of ‘Your Details Matter’ to highlight that everyone is unique and their details influence their life journey, according to Madain. The campaign positions the bank as one that helps customers reach their financial potential.

The 60-second spot urges people to go beyond their financial potential, beyond the superficial, beyond the office, to find the details that make each person unique and find their best financial selves.

Credits

Union Bank

Campbell Ewald