creating brand experience
client: Ally Bank
under
stand
ing
PROB
LEM
ASK
OPP
ORT
UNITY
Convince millennials with an event that Ally’s High Yield Savings is a better place to put their money as they financially mature
Create brand experience
Ally prides itself on being all-digital!
This branchless, exclusively online bank encourages consumers to seek more convenient customer centric banking. Rather than the hassle of physical banks which must cover overhead and staffing.
Ally can focus on providing the best rates for its members, paired with excellent support.
Their offers claim to target audience by attitude, and not age, thus there is opportunity to attract new younger members.
Ally communicates to break up with your current bank beyond just poor rates- including old tech, bad customer service, high fees, and inadequate cybersecurity.
BUSINESS
GOAL
Take advantage of Ally’s digital only banking services to attract new, young, banking consumers to Ally’s high yield savings accounts and create lifelong Ally bank members.
re
search
ing
OUR
AUDI
ENCE
Primary Target
● Millennials, who need better money management skills to properly utilize the money they have.
Secondary Target
● Gen z, who are in high school or about to start/finish college and seeking resources on proper financial management.
● Baby boomers, who are financially mature but searching for the right bank to invest in.
COM
PETITORS
Banking Industry
Banks with physical branches
Consumer banks expanding towards mobile banking
Digital Banking
Sub-branded mobile banking products
PFM apps: getting into investing
PayPal: offers many financial services outside payments
Digital Service Industry
Personalized user experiences from Uber, Facebook, Amazon etc
LAND
SCAPE
Nearly one-third of the U.S. population—106 million people—are either underbanked or unbanked, who don't have bank accounts or regularly make non-bank financial transactions.
One in five households has zero or negative assets.
Twenty-five million have no credit score, which makes them invisible to the mainstream U.S. financial system.
disc
over
ing
IN
SIGHT
Opportunity to serve underbanked, unbanked, and under connected communities by providing access to internet in a community space.
BIG IDEA
Connecting to the world through Ally Hub
Ally Hub
WiFi
● Provide high speed internet access free of charge
● To be used for banking, homework, or general web
browsing in underbanked and under connected locations
Open Work Space
● Space to bank, meet, work, or relax
●Projectors, desks, and classroom space for financial literacy
sessions
Financial Resources
●Take advantage of Ally’s existing online financial education
resources
● Direct lines to Ally support for banking issues or questions
Community
● Despite being digital only bank, a physical space to create
long term connection to the brand in locations other banks
have abandoned or never thought to enter
SOL
ution
cre
at
ing
mea
sur
ing
Conversion: new Ally accounts opened on/after the experience
Lead generation: Ally page traffic
Brand sentiment: positive perceptions of the brand
Brand recall among the target audience
Earned media: mentioned on social media and news feeds.