ANDERSON took the lead in developing and executing a comprehensive media initiative for Desert Financial’s internally-developed “Bank on Happy” creative campaign. The strategy was designed to maximize impact and combined awareness and conversion-focused tactics to ensure widespread reach and frequency throughout Arizona. The campaign’s goal was to secure as many impressions as possible across the state over a 90-day period, with the ultimate KPI being an uptick in member signups.

Tactics were both traditional and digital:

1. Traditional: Out of Home (Digital and Unique Digital Out of Home), Television, and Radio
2. Digital: Rideshare Video, OTT, Display, Native, Nextdoor Promotions, and Audio

To bolster the new campaign, ANDERSON strategically placed teaser advertisements across various networks leading up to a high-profile event, the Super Bowl, which was being played in Arizona. Then, we identified the best position for viewership: immediately after the Halftime Show where it would capture the attention of viewers across the state. The following day, media campaigns were launched across other channels, including digital and out-of-home (OOH), to sustain the momentum and support Desert Financial’s objective of attracting new memberships.