The Project

Increase mortgage and personal loan applications while building stronger brand awareness, especially among younger audiences.

The Challenge

Loan applications were falling short of monthly targets, and the credit union struggled with the perception that it wasn’t relevant or appealing to younger consumers.

My Approach

The team started by testing a range of messaging in different San Francisco districts to see what resonated. Once a winning headline emerged, we leaned into a bold, humorous tone to break through the noise and connect with a younger demographic.

The campaign centered around edgy and memorable billboards placed in high-traffic spots like outside restaurants and bars, near major public transit hubs, and directly across from office windows where they couldn’t be missed and conversations were sure to be had.

Impact

The campaign sparked a viral reaction, including an organic Twitter war in which some loved the ads while others hated them.

• Loan applications rose by 11%.

• The buzz significantly elevated brand awareness.

• Our goal of growing brand awareness was achieved on a platform where our target audience was.