TOTAL VERIFIED IMPRESSIONS
VERIFIED LIFT IN FOOT TRAFFIC
Charlotte, NC is home to the headquarters of Bank of America and Wells Fargo and is one of the most competitive retail bank markets in the US. Chase recently entered the market with a new branch experience and an ATM network across the market. To help break through the clutter and drive awareness of its new locations, Chase turned to the best media product available to boost brand presence and connect with communities - Public Transit.
In Charlotte, Vector’s public transit network covers 95% of the entire DMA, and includes a premium, high tech light rail system in the city’s core business district. For this campaign, Vector recommended 10 high-impact units in the area for a full 4-week period, 5 full wrapped transit buses and 5 light rail full wraps. To measure the key KPI of driving foot traffic to branches and ATMs, we deployed a third-party verification campaign with StreetMetrics, an independent transit advertising measurement firm.
StreetMetrics compared consumers exposed to the OOH campaign vs a control group of non-exposed citizens and the results were incredible!Exposure to the OOH campaign was attributable to 6.6x lift in walk-ins to Chase branches in Charlotte during, and following, the 4-week run. While the bank’s business results are confidential, new customer acquisition and ATM usage exceeded expectations.