Altura Smile Campaign

Background: With its headquarters near the University of California, Riverside, you wouldn’t think Altura would have a problem getting 18 to 24 year olds to sign up for checking accounts. But, they do.

Challenge: Altura was rolling out their new iChecking product targeted at 18 to 24 year olds. The credit union wanted to highlight iChecking’s unique features – that it is free, customizable and easily accessible via mobile phone and the web.

Solution: Since the target audience is constantly on the go, we used billboards, large format banners in shopping malls, posters, direct mail and promotional items branded with the iChecking logo. These items included ping pong balls (for beer pong), sports towels, custom ear buds and t-shirts, and were passed out in branches and at local events.