Problem How does a bank capitalize on a local award? Solution By using an OOH campaign to thank its local clients and attract new ones. Background Prior to this campaign, FNCB Bank had been voted best mortgage bank by 2,200 voters in a local con- test. FNCB bank wanted to reach the other 200,000 18 to 48 year-olds in the three counties where they were located to let them know about their award. Objective FNCB bank’s main objective was to increase aware- ness of the residential mortgage loans they offered. FNCB bank aimed to increase mortgage loan rev- enue by 5% over a one year time period. Strategy FNCB’s plan was to use a variety of OOH formats to target 18- to 48- year-olds across the market with an income range of $50,000-$99,000 per year. Plan Details Market: Scr

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