Every brand wants to connect with its target audience in a way that is both meaningful and memorable. For City National Bank & Trust, something as simple as a little red piggy bank has made all the difference.
The piggy banks are being sold at all 35 of the CNBOK locations across the state, with proceeds going to benefit the Cystic Fibrosis Foundation. The piggy bank is the vehicle to make the connection. What is creating the energy is the cause it represents… And people are responding to this.
“We’re making a concerted effort to show that we are part of the communities we serve,” said De Roin Motah, Marketing Director for CNBOK. “The piggy bank campaign was a test for us. We had NO idea how popular it would be!”
Popular is an understatement. De Roin was confident that 50 piggy banks for each location would last throughout the month of February. He was wrong. They sold out in one day!
February is “Savings Month” at City National Bank, so the piggy banks provide a great way to support their message. It’s the connection to the good cause that is making this campaign so successful, though.
“We have participated in good causes such as Governor Fallin’s ‘Feeding Oklahoma’ campaign, but this was the first time we sold something to raise money,” said De Roin. “This has been the perfect combination of the right item for our message and the right cause to connect with people.”
When De Roin realized they needed more piggy banks, he called his friends atROBYN Promotions and said, “We need more… QUICK!” Within just a few days, thousands more piggy banks were shipped to ROBYN where they were unpacked, sorted into the correct quantities for each location and shipped directly to each branch… Before the deadline!
Pick one up through the end of the month at your local branch for just $4.50. Not only will you get a really cool piggy bank, you’ll be helping a great cause.
Posted on Mon, February 20, 2012
by Brian Blake