Project Summary
The challenge of conceptualizing a new marketing campaign for Ally was brought to the entire design team and several different people created their own concepts. The best of these were then shown to the leadership team at Ally in an effort to bring the marketing work in-house rather than use our traditional agency partner.
Additional Info
My concept for this challenge was based around the concept of autonomy. The strategy was to help motivate people to save money to achieve something that was very personally important to them no matter how big or small. In my research, I found that most financial marketing campaigns take a broad approach and utilize “normal” milestones in life that everyone can relate to (i.e.-getting married, buying your first home, having a child, etc.) Even the more personalized campaigns I found were generally only slight variations on these broader milestones.
I wanted to create something that would help Ally stand out from other financial institutions and also lean into their unique identity as a friendly bank who is very accessible but also minimally invasive. After I had a rough concept hammered out in my head and on some whiteboards scattered around the building, I began creating the language and visuals that would be associated with it. I started with the tagline “Invest in the Journey” to reinforce the idea that while major life milestones are certainly important, everyone takes a different path and it’s important to enjoy the diversions and unplanned milestones along the way.
The visual was tricky, I wanted to create something that was simple, unique, beautiful, striking, and very personalized. I landed on the idea of double exposure photography on a simple, white background. The concept for the visual was to merge a photograph of the customer and their personal motivation for saving money; this could be something as simple as taking a trip to another country or as complex as starting their own charitable foundation. Combined in a stylistic way, these double exposure images create a very personalized and visually stunning way to showcase the campaign.