Problem
Umpqua Bank’s Go-To app does what other financial apps don’t do: gives you unfettered access to a real human banker (not just a robot). But in a world where bank apps and services tend to add more money-stress rather than take it away, we needed to convince people this one’s different.
Insight
We’ve been conditioned to think it’s taboo to talk about money and as a result a lot of us don’t know what to say, even when we have someone to talk to.
Solution
Position the product in a refreshingly human, straightforward way: 24/7 access to a real bank person who actually “gets it.” Our integrated campaign showed people in relatable life/money moments—a tax return, a lost card, a son who’s growing up too fast—who become relieved from their a state of overwhelm when they reach out to their real bank person.
Results
Within one week of the campaign launch, we drove over 53K app store entries. Downloads were up 267%, enrollments were up 28% (people who actually created credentials and signed in) and new prospects were up 164%.
Team
Strategy: Yours Truly
Creative Agency: Instrument