Breaking Out of a Sea of Sameness
New Campaigns for Horizon Bank
Horizon Bank came to us as a new client with a tall order: to help them stand out in an industry where everyone seems to say the same thing. Specifically, they wanted to refresh their brand and ultimately become smarter marketers through stronger, more strategic creative that is measured for effectiveness. To figure out how best to help them stand out in this massive sea of sameness, we did our research. While we were listening to them, we learned that Horizon Bank really listens to their clients to see how they can best help them. How about that—we listen and they listen. What a great match!
We went on to launch an awareness campaign that included online videos, outdoor and radio advertising. At the same time, we also launched three conversion-based campaigns for specific types of loans. To illustrate the very important point of Horizon’s listening skills, the broadcast components—video and radio—are very quiet. Likewise, headlines in advertising emphasize how Horizon really pays attention to what its customers are saying.
As part of the rebranding effort, we also took a careful look at the color palette Horizon Bank should use in its promotional materials. Paying deference to the past, Horizon Bank now has a refreshed, contemporary color palette to draw in future customers.
Headquartered in Michigan City, Indiana, Horizon Bank has more than 60 branches in Indiana and Michigan. Williams Randall has been Horizon Bank’s agency of record since October 2017.
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Our Responsibilities: Branding, Campaign Strategy, Concept Development, Copywriting, Creative Services, Design, Radio Concept Development, Radio Production, Strategy, TV Concept Development, TV Production
Client: Horizon Bank