The brief
Prior to being acquired by Providence Bank & Trust, Urban Partnership Bank was a community bank that served Chicago's South and West sides. It was a bank that was different than other banks. Their commitment to customers beyond Fortune 500 banks —working with an underserved market to provide viable options for those with financial hardships as well as education for local customers and entrepreneurs. It was a bank that worked for King Drive, not Wall Street.
With an aging customer base, they needed a big idea that would increase brand awareness with young professionals and local business owners.
The idea
Launching in the digital space, the "Our Interest Goes Here” campaign captured its dedication to the community. We crafted inspiring messages that highlighted how the bank works for its customers and supported the story with bold, custom photography that captures the energy and beauty of Chicago's Southside neighborhoods in an ownable, authentic way.
The results
The initial campaign far exceeded industry benchmark of 0.05% with a 0.53% click-through rate and over 15 million impressions. The campaign ran for several years with slight evolutions to keep it fresh and performing well.
Photography: Michael R. Schmidt