Join us Dec. 1-3 in Nashville for the Digiday Programmatic Marketing Summit
Citizens Bank is selling millennials a comfortable, enjoyable life of travel, adventure and everything short of avocado toast in an effort to grow its student loan refinancing business.
In order for the Providence, Rhode Island bank to reach millennials, it needs ads that speak to what they want: balance across their personal, professional and financial lives, according to Lori Dillon, Citizens’ director of brand, advertising and consumer strategy.
“We highlight the savings they can get on their monthly payments and what they can do with it,” like traveling and other experiences, Dillon said. Similarly, SoFi ran a “Relax and Refi” campaign last fall that focused on addressing borrowers’ anxiety over paying off loans.
Citizens’ approach is to target its major markets like Boston, Philadelphia and Pittsburgh, with television, direct mail and digital ads, with the objective to build a following based on brand trust. Ads feature employees to convey Citizens’ community approach and the ability to talk to someone, a feature Dillon said millennials want.
More in Marketing
Future of Marketing Briefing: Creators had a big year. Christmas still went to the celebrities
Despite leaning on creators for most of the year, marketers aren’t doing it for the holiday crunch. That job still belongs to celebrities.
In graphic detail: Six thousand brands later, ChatGPT ads still have a conversion problem
OpenAI has ambitious ad revenue targets, which depend on advertiser demand, measurement and monetisation.
Agencies find AI overuse is leading to brief bloat
Agencies and marketers now frequently use AI tools to create media and creative briefs. But the practice could be a canary in the coalmine for AI overuse in advertising.