Ads Targeted at Millennials

These online ads by Liberty Bank for Savings (assets: $830 million), Chicago, were targeted at millennials and were designed to help dispel the myth that only big banks have the technology that millennials crave.

Each ad addresses either a big bank misconception or emphasizes a perceived strength of community banks.

Research shows that big banks are opening up to 60 percent of all millennial accounts. Research also shows that prospects are impressed with banks that have large ATM networks. Therefore, Liberty Bank designed one ad to demonstrate that Liberty has more ATMs than national institutions.

Chase’s recent announcement that it would no longer count coins for customers gave Liberty Bank an opportunity to reaffirm that it still offers this service. This positioned national banks as cold and impersonal.

The bank also wanted to explain in simple terms the benefits of opening an account at a mutual institution.

All ads fit within the bank’s branding, graphics and messaging guidelines.