125 years. Zero advertising. Until now.
125 years without a single paid ad. No campaigns. No media buys. Just deep community roots, word-of-mouth, and a family legacy that built trust the old-school way.
But even legacy needs a little lift. In 2023, One Bank of Tennessee gave Mindvolt a call. Not for a makeover—but for a moment. Their first-ever brand campaign. Ever.
Situation One Bank had found success for more than a century without advertising, but that momentum couldn't last forever. After all, their customer base wasn't getting any younger. However, they saw an opportunity to court younger customers who were moving to the area to be close to Nashville.
Mindvolt was tasked with defining the brand and developing a marketing strategy and tactics. With little to no existing marketing following a recent consolidation and name change, we had a blank slate. So we set out to develop something that would leverage the longevity of the bank, capture the attention of younger customers, and maintain loyalty with existing customers.
Helping One Bank of Tennessee launch their brand for the very first time was incredibly rewarding. Everything was built from the ground up so One Bank could enter the market with confidence and a voice that's uniquely theirs.
Insight Since One Bank wanted to primarily target Millennial and Gen-Z consumers, we had to do two things: 1) Target them with smart media strategy, and 2) Recognize that younger folks just don't want to come to a physical bank. Like, ever, if they can help it. So, we needed to focus on all the ways One Bank was using technology to make banking more convenient.
Another thing that needed to be right out front—and this may seem forehead-snappingly obvious—is the name of the bank. This was an awareness campaign after all, and we were starting from zero. So when we discovered a smart, extremely ownable messaging device that would let us highlight the name in every headline, we ran with that.
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Execution One of the big problems with advertising for banks is that they can all feel interchangeable. Take this logo off, slap a different one on, and the ad still works just as well. But our unique headline mechanic, along with friendly imagery and big, bold type, ensured that these ads could only ever be for one bank: One Bank.
A smart mix of traditional media, focused digital targeting, and savvy social strategy got us in front of our audience. A better-looking, easier-to-use website provided the perfect way in for new customers. And perhaps best of all, One Bank felt like they were putting their best foot forward to kick off the next 125 years.
Maybe we can help you build—or blow out—a brand or campaign. Or maybe you just want to tell us you like our work. Either way, feel free to give us a shout. No pitch, no promises, no strings attached.
