THE BRAND: A Leading Regional Bank 

THE SITUATION: An interactive teller machine (ITM) is essentially a “branch in a box” system that uses a combination of touchscreens and video technology to connect banking customers with a “live video teller” who can offer services beyond those of a traditional ATM or mobile banking app. Regional Bank X had piloted ITM technology in select markets, but to support the broader four-state rollout, they needed to sharpen their product positioning and give both customers and banking associates a reason to believe in, and embrace a new way of banking. 

THE SOLUTION: A full-fledged campaign to give Regional Bank X’s customers a proper introduction to ITM, open their eyes to the benefits of extended banking hours, faster transaction times, and drive-thru convenience, and inspire them with the confidence that the Bank X is committed to meeting their banking needs through a combination of technology and personalized service. 

MY ROLE: Lead Strategist

• Competitive audit

• Key stakeholder interviews

• Value propositions

• Reasons to believe

• Creative Brief