PrimeWay

CHALLENGE:

PrimeWay, a Houston-based credit union, wanted to communicate its benefits in a better way to overcome a decline in loan and mortgage applications.

CONSUMER'S PERSONAL STORY:

Local Multicultural audiences for Millennials, Generation Xers, and Baby Boomers.

CULTURAL TRIGGER:

“I’m looking for a bank that truly serves my financial needs and doesn’t make me feel like an underserved consumer. I want a bank that gives me many reasons to smile."

CULTURALLY RELEVANT SOLUTIONS:

Bilingual Hyperlocalized Integrated Campaign that included Cable TV, Radio Remotes for Grand Openings, Geotargeted Billboards, Direct Mail, Bilingual Collateral Material, Digital/SM Components, and Grass-Roots Events.

RESULT

Increase in loan applications.

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