Ally Bank: Better Is Out There
New business pitch and campaign launch.
Client
Ally
Agency
Anomaly
Year
2018
↳ Context
It started with a one-line RFP to “make Ally a famous brand”. The digital bank identified that the majority of Americans are simply just satisfied with their current offerings, and Big Banks are getting away with the bare minimum to keep them there. The go-to-market framework was constructed into three pillars: incite the category and fuel dissatisfaction, improve and commit to being better, and inspire customers to care about their choice of brand.
↳ Execution
Through a lengthy new business pitch, and the ensuing victory, the team developed a campaign to reinvigorate the “Do It Right” slogan and shake people out of their complacency to seek out better. It was “payback time” for customers, focusing on how most people don’t realize how much money is left on the table in their traditional accounts. The launch included a series of billboards, broadcasts and social posts to let people know to look for something better.
