Union Savings Bank, one of Connecticut’s leading financial institutions, wanted to raise awareness of its new FutureTrack customized planning service. It turned to OBERLAND, working with branding firm Doublespace, to develop a campaign that illustrates what FutureTrack is all about – individualized guidance, insight and coaching that corresponds to different milestones in the lives of younger consumers. The result was an integrated campaign including TV, social media and digital that took a lightly comedic touch, employing visual puns and gentle double entendres. This highly approachable and flexible concept was communicated in copy lines like “personalized financial coaching, no matter what’s next.”
To each their own future.
As an awareness campaign, a major goal of the work was to re-introduce the FutureTrack sub-brand to USB consumers, and by this measure the results were impressive. Traffic to the FutureTrack website surged by over 2000 percent in terms of new users after the campaign launched.