No NSF, no nonsense.
PROJECT DETAILS
Overdraft fees are a complete nuisance. So Legacy Bank got rid of them, beating nearly every major Oklahoma bank branch to the punch.
There was just one problem — most people don’t even know what “NSF” (Non-Sufficient Funds) fees are, so the client needed a curiosity-piquing way to get the word out. We came up with a campaign that addressed the knowledge gap while driving brand awareness, affirming their customer-first approach and enticing the unbanked to join the NSF-fee free institution.
Non-Sufficient Funds fees are Not Suitable For a lot of things.
Non-Sufficient Funds fees are Not Suitable For a lot of things.
With a little relatable humor, some acronym wordplay and a bit of education — we chose to bluntly call out Legacy’s reason behind killing their NSF fees — they just aren’t suitable for life.
Results
We set Legacy Bank up with a full campaign to raise awareness about their decision to nix NSF fees. It cut through confusion around the fees with clear, relatable messaging.
The campaign drove strong brand awareness, reinforced Legacy’s commitment to putting customers first, and proved that being fee-free isn’t just good banking — it’s good living.
The campaign won 3 Addy Awards.
