CONCEPTING / POINT OF SALE (UNPRODUCED WORK)
A Novel Idea
Brief
Regions Point of Sale is a recurring project each year and wee were asked to come up with an idea that would be innovative to what had been done in the past, while encouraging engagement from the customer.
One thing that helps us, as an agency, and our clients is concepting creative ideas that elevate our clients’ business. In this creative concept, we proposed a way to make this campaign measurable, which had never been possible before, connecting our clients with data that they could use and learn from for years to come, as well as potentially grow their business, in numerous areas of contact, from product sales to customer service, to digital engagement.
Overview
This campaign effortlessly combines the use of storytelling to promote Regions products. The goal is to inspire the customer to engage with us by texting a word to the number listed on the poster while they are inside the branch.
Due to the amount of pieces in this campaign, we will supplement “Story” posters with posters that use imagery and headlines in a more traditional way that also help customers learn more about the products we have to offer to help make banking easier.
Concepted at Luckie & Company
Creative Director: Markus Beige
Copywriter: Stephanie Naman
Designer: Victoria Olinger
Accolades
Winner of Luckie & Company’s “Innovative Idea of the Year” Award in 2022
Ever read a book you just couldn’t put down? Or been so intrigued by a story that you couldn’t wait to see how it ended? What if we could make this year’s POS kit as riveting as a Netflix cliffhanger … and gave your phone a starring role?
Sound stranger than fiction?
Well, have we got a story for you.
A more traditional design layout is used to supplement the “story” pieces as a way to break up the content and not create predicability. These posters fall within specific genres of film and books to complement our stories and not take the customer out of the overall experience.
These posters promote Regions products without a “text” call to action and function as learning pieces within the system of engagement.
An evolution of Point of Sale storytelling…
IDENTIFYING OPPORTUNITY
The biggest competition for attention is the phone.
42% of people say they use their phone for entertainment when bored.*
Our brains are hardwired to be pulled into good stories.
Two of the strongest triggers that capture our attention are Disruption
and Mystery.*
Pushing POS into the digital age…
Success for POS looks like…
• Starting conversations
• Getting branch visitors engaged
• Creating a method to measure impact
• Build something worth noticing
With the decreasing number of customers opting for online banking over in-branch visits, it’s even more important to evolve a traditionally print-only campaign for the digital screen, reaching even more audiences for conversion, conversation, and product sales.