The Shreveport and Bossier City, Louisiana, market is dominated by younger families, and 23% of the market is in the age range of 21-34. These customers are just starting to experience new careers, marriage, young children and home ownership. As this group is accustomed to customization in most consumer experiences, we repositioned the checking account as “customizable,” allowing customers to select any or all available “add-on” features to help them better manage, access and secure their money. The name, True Blue, draws on ANECA’s signature blue brand color, while also speaking to the idea of checking that’s “true to you” because it’s customized by you.
The True Blue Checking launched on November 1, 2018, and November and December media placement included:
• Digital media (Google and Facebook display ads)