Balancing the old and the new.

American Federal Savings Bank had the loyalty and trust of its customers, and our work helped brand the bank as solid, responsive and personal. But the bank’s core customers were 60+. While seniors tend to have greater assets, they weren’t providing American Federal enough new loans and other products. What’s more, the bank didn’t have a fresh wave of younger customers to replace them. The challenge was to acquire new customers age 35 to 65. Our solution focused on active couples enjoying quality of life. The campaign’s unexpected twist drew attention to the importance of a youthful attitude, and helped promote a fresh brand image: youthful energy built on a solid foundation.