Brand Spirit: Optimism
The Challenge: People think that all banks are the same stodgy institution and that it doesn’t really matter where they keep their money.
Insight: 85% of people who walk into an Umpqua store open accounts.
Big Idea: Drive people to the stores by making banking personal again.
The Work: Our work avoided the clichés of interest rates and FDIC insurance that plague most bank advertising. Instead, we sent out a fleet of Umpqua branded ice cream trucks to hand out free, no-strings-attached, ice cream and dropped Umpqua-branded pennies that promised $1 to anyone who returned the penny to an Umpqua store. Our more traditional media took an untraditional stance by celebrating joint checking accounts instead of CD rates.
Results: From 2003 to 2006, Umpqua’s earnings increased 148% and assets grew from $2.9 billion to $7.3 billion. Umpqua expanded from 64 to 134 stores via a combination of new stores in existing markets and acquisitions of two California banks.
A Conspiracy of Dunces anyone?