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.
How gamers’ engagement with short-form video is changing
To better understand how modern gamers are engaging with short-form video, Digiday teamed up with Gamesight to pull key points from an exclusive report on gamers’ shifting video consumption preferences.
Inside SAG-AFTRA’s new deal with video platform Cameo
SAG-AFTRA and Cameo, the celebrity platform that connects talent and fans, have announced a new agreement that allows members to cover brand deals through Cameo for Business (C4B). Brands will be able to access more fan-favorite professional talent through SAG-AFTRA's health and pension plans.
Digiday+ Research: Extreme pessimism about the end of the cookie levels off among agencies
Agencies are still feeling out who they think the winners and losers will be as the end of the third-party cookie draws near, but they're doing so with notably less pessimism than they have in the past.
SponsoredWhat the measurement and currency discussion really means to TV advertisers
This article is also available in Spanish. Please use the toggle above the headline to switch languages. Visit digiday.com/es to read more content in Spanish. Ali Mack, head of TV and agency, Experian Major streaming video providers have recently made headlines by adopting new currencies for ad measurement, threatening Nielsen’s long-standing TV ratings monopoly. NBCUniversal, […]
Jose Cuervo Tequila celebrates UFC’s 30th anniversary with Kevin Holland, Stephen “Wonderboy” Thompson ads
Mexico-based Jose Cuervo, is the first tequila brand to be a direct advertiser of the UFC with spots featuring UFC fighters Kevin Holland, a Cuervo ambassador, and Stephen "Wonderboy" Thompson.
Benjamin Moore is using OOH near big-box retailers to say their paint isn’t there, encouraging people shop local
The 140-year-old paint brand wants to make sure people know that it is only available at local retailers.