DAVID BLACKER
CREATIVE DIRECTOR / COPYWRITER
CITY NATIONAL BANK
WHO REFERRED YOU?
When it comes to making big decisions, like choosing a new bank, we’re inclined to talk to others just like us. Other like-minded professionals who have climbed their own ladders of success. Whether it’s for personal banking or business banking, switching banks is about more than interest rates and product features; it will usually take the added push of a personal recommendation from someone you trust.
In this campaign, we focus on the human connections that get business professionals to refer others to City National. This is a statement of confidence aligned with City National’s goal to become the most recommended financial provider.
This campaign outperformed all previous video content by more than 40% and lead to the creation of a full integrated campaign with broadcast, digital, print, OOH and radio.
Many successful businesspeople use OpenTable to make reservations for business-related lunches and dinners. For reservations made around typical business hours, we served up cleverly targeted banners.
Much of our audience is considered fast-moving millennials. They check out reviews and find lots of information online. But when it comes to something as important as choosing a new bank, they’d be crazy to do it without talking to someone first... because reading an anonymous review online is not the same as hearing it from a trustworthy friend. Here, we went to where our audience is.
We created an interactive page takeover where a businessman is shown climbing a ladder from a skyscraper banner to a leaderboard banner and keeps traveling up out of frame and off the page.
