Ally Bank: Dream Better
Our team’s “Dream Better” campaign for Ally Bank was selected as one of six semifinalists from hundreds of teams across the nation in the 2023 Effie Collegiate Competition.
We were tasked to create a campaign for Ally Bank that targeted 30-55 year-olds with at least $500,000 in investable assets. The American Dream is outdated because its objectives no longer fit with the goals modern Americans set for themselves. People have changed but their banks have not evolved with them. When it comes to financing goals, everyone has objectives that are unique to themselves. It turns out that the financial goals that individuals set have little to do with the things they are purchasing let alone with the money that finances the goal. Rather, the financial goals people set for themselves reflect their deeper desires as human beings. After surveying 190+ participants and conducting secondary research we discovered the key insight that people ineffectively set their goals because they fail to tie them back to a deeper need.
This video showcases the strategy we developed to drive growth with Ally’s target audience and the creative executions we created to reach this audience.