360 campaign for one of the fastest growing IMB's in the nation.
Specific Role
Strategy
Brand Positioning / Brand Development
Digital
Web Dev. / Social / Paid
Design
Identity / Packaging / Audio
Media
Production
Agency:
Blk. Valley + Boathouse
As a national lender doing $8 billion on loan volume, you need two things to maintain growth when interest rates are at historical lows: homeowners to refinance, and loan officers to help them do it. The George was a B2C2B campaign with an initial goal of bringing in refi applications from across the country. Check. Next, pivot to target the country’s top-producing loan officers by capitalizing on the immense brand awareness and affinity generated by the consumer campaign. Check.
Launch –
We timed the campaign launch kick off with the Super Bowl and conclude during the NBA All-Star Game (in Cleveland, Ohio, Nations Lending’s home town).
From the moment visitors arrived at the airport, they were greeted with out-of-home ads featuring Dennis Rodman and George. The full-court press continued with a multi-channel approach that covered everything from social media, television ads, and out-of-home ads surrounding the arena.
The campaign was a slam dunk, generating significant buzz and boosting brand awareness for Nations Lending by at trackable 1000%.
