Aspiration Bank

The main objective of this campaign is to educate prospects about a new and innovative approach to banking. The goal is to showcase the benefits and advantages of this new method and to demonstrate how it can provide a more convenient, efficient, and secure way of managing financial transactions.

Through a variety of marketing channels and materials, we aim to reach out to potential customers and provide them with the information they need to make an informed decision about their banking options. By highlighting the features and benefits of this new approach, we hope to convince prospects to try it out and experience the benefits for themselves.

Audience: Young/entry bankers, political and social liberals, and lower-income bankers

Problem

Many people are skeptical of the current banking system:

“Lack of transparency and ethical values with a lot of the well-known banks.”

“While a majority of people still keep their savings at a local bank, more than half of those people (53%) of all people who save in cash are planning on simply hiding bills at home. Additionally, 43% of Americans who are saving money do not plan to do so in a bank account at all.”

Aspiration Bank is here to change that perspective.

Concept

With the goal of educating prospects about the new and innovative approach to banking offered by Aspiration bank, I wanted to create a campaign theme that reflected the values and mission of the organization. I chose the theme of "change" because Aspiration bank is a disruptor in the banking industry, promoting change and progress in both the environment and the financial sector.

Additionally, I wanted to challenge the conventional wisdom and judgment of the traditional banking system, and to demonstrate the benefits of Aspiration's approach as an alternative to the status quo. By creating a campaign around the theme of change, I hoped to communicate the unique value proposition of Aspiration bank and inspire prospects to try something new and different.

Execution

As part of the marketing strategy for Aspiration bank, I was tasked with developing 2-3 campaign concepts to serve as the foundation for an integrated marketing campaign. The campaign was intended to reach potential customers through online advertising and social media posts that could be shared across various digital platforms.

The goal of the campaign was to motivate potential customers to try out the new banking system by offering them X free-day trials. This incentive was designed to give prospects a chance to experience the benefits of Aspiration's approach firsthand and to encourage them to consider switching to this new and innovative banking system.

To achieve this objective, I developed a series of campaign concepts that highlighted the features and benefits of Aspiration's system and that leveraged the power of social media and online advertising to reach potential customers. Through these concepts, I aimed to create a compelling and persuasive marketing campaign that would inspire prospects to try out Aspiration's new approach to banking.

Call to action: Enroll today and receive $500 from us

Tone of voice: Approachable, convenient, and sincere tone