Agency: ATB Financial
Advertiser: ATB Financial
Section I — Case Parameters
Business Results Period (Consecutive Months): 9
Start of Advertising/Communication Effort: October 18, 2016
Base Period as a Benchmark: October 18, 2015 – June 30, 2016
Geographic Area: Alberta, Canada.
Budget for this effort: $200,000 – $500,000
Section IA — Case Overview
Why should this case win in the category (ies) you have entered?
As a regional Financial Institution limited to Alberta, we're in an industry dominated on one side by large national well-entrenched banks with dominant awareness and spending power, and on the other by upstart fintechs aimed at disrupting the business.
Despite a smaller share of voice, we listened to our target of small to mid-sized Alberta entrepreneurs (served by our Business & Agriculture [B&Ag] division).