The Work

HomeTrust Radio

Reversing a downward decline

Challenge: This 7-year client had been in business for over 70 years, but new accounts were in a downward trend.  At the same time, they were in the process of changing their name, but wanted to assure customers that it was not due to a merger or buyout.

Solution: Created a unique brand personality including a fictitious radio personality named Bob Taylor.  The campaign ran for more than 5 years, and promoted every product under the sun in a unique, memorable way.  Within two years, awareness had climbed 10 points and the bank was opening three times the number of accounts it had when we began our partnership. 

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