Case Study

Associated Bank

Financial/Professional Services

Awareness You Can Bank On

Inflection Point
Despite a 25-year presence in Chicago, awareness for Wisconsin-based Associated Bank was low. Leadership planned a marketing campaign to announce a planned move to consolidate retail, commercial, and commercial real estate at one West Loop location.

However, the question remained: With such low awareness, who would care if the bank moved?

Ogee Platform Solution
We agreed that the move provided a can’t-be-missed outreach opportunity. And we recommended leveraging that quarter-century presence with an awareness campaign to coincide with the opening of the new location. The program’s title was both attention grabbing and true: Our Roots in Chicago Run Deep. The campaign positioned Associated Bank as a venerable and stable member of Chicago’s financial community. Our solution included CTA bus wraps, a first-ever Metra wrap of station graphics at track level in Union Station, outdoor advertising at select suburban rail stations, street banners, print/digital advertising, events, public relations, and a promotional give-away.

Ogee Platform Value
Simply put, it worked. Associated Bank leadership reported a significant uptick in awareness. Street banners surrounding the new location were renewed. The original campaign graphic became the cornerstone of a collateral program and was also installed as interior signage that greets visitors in the main reception area.