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Home » RP3 Agency launches “ANY WAY YOU BANK” campaign for Atlantic Union Bank

RP3 Agency launches “ANY WAY YOU BANK” campaign for Atlantic Union Bank

by | Jun 27, 2024

Approach Positions Regional Bank as Strong and Empathetic
Alternative to Big Bank

RP3 announced the launch of an integrated brand campaign for Atlantic Union Bank aimed at establishing the regional bank as a refreshing, customer-focused alternative to large national institutions. RP3 was named the creative agency of record for Atlantic Union Bank earlier this year.

The “ANY WAY YOU BANK” campaign takes a non-traditional approach, zeroing in on what people want but don’t currently receive from big banks, and positioning Atlantic Union Bank as a more empathetic, human, and friendly partner for personal and business banking needs.

“While most of us operate our day-to-day banking on autopilot, we’ve all experienced that striking absence of understanding from the big banks during important life moments when we need them most,” said Christine Landi, Chief Marketing Officer at the Richmond-based Atlantic Union Bank. “This campaign brings that frustration to life in a fun, insightful way that celebrates how Atlantic Union does things differently – with bankers who listen and tailor smart solutions any way you need to bank.”

Campaign ads playfully contrast Atlantic Union Bank’s helpful, caring humans with big bank’s overreliance on technology and cookie cutter approach with headlines like  “ANY WAY YOU RUN YOUR BUSINESS,” “ANY WAY YOU LIVE YOUR BEST LIFE,” and “WE DON’T HAVE TELLERS. WE HAVE LISTENERS.” The integrated campaign spans television, social media, radio, out-of-home, digital and other channels including streaming audio and podcasts across Atlantic Union Bank’s footprint in Virginia, Maryland and North Carolina.

“The ‘ANY WAY YOU BANK’ platform perfectly captures Atlantic Union Bank’s customer-centric approach in a bold, insightful way that will make people stop and rethink what’s possible from their bank,’ said RP3 Founder-CEO Beth Johnson. “We are incredibly proud of this campaign, as it demonstrates the power of teamwork and shared vision between our agency and the client.”

The new campaign launched supplements Atlantic Union Bank’s communications highlighting its versatile capabilities and commitment to serving customers across personal, business, and commercial banking solutions.

“This campaign brings our ‘Any Way You Bank’ philosophy to life in a compelling way that will drive new awareness and consideration for Atlantic Union Bank in the markets we serve,” added Landi. “We’re excited to partner with RP3 to showcase a credible, viable banking alternative that consumers can get excited about.”

RP3 collaborated with woman-owned performance media marketing partner Spurrier Group on the campaign’s media buy.

For more information about Atlantic Union Bank and its “ANY WAY YOU BANK” brand platform, please visit www.atlanticunionbank.com.

About Atlantic Union Bank
Headquartered in Richmond, Virginia, Atlantic Union Bank, a wholly owned subsidiary of Atlantic Union Bankshares Corporation (NYSE: AUB), has 129 branches and approximately 150 ATMs located throughout Virginia, and in portions of Maryland and North Carolina as of May 28, 2024. Certain non-bank financial services affiliates of Atlantic Union Bank include: Atlantic Union Equipment Finance, Inc., which provides equipment financing; Atlantic Union Financial Consultants, LLC, which provides brokerage services; and Union Insurance Group, LLC, which offers various lines of insurance products.

About RP3 Agency
RP3 Agency, a Capitol Communicator sponsor, is a proudly independent, full-service creative agency dedicated to bringing inspired ideas to life for our clients. Since its inception in 2009, RP3 has been committed to connecting brands with consumers through honest insight and trust by a team driven by a shared passion for delivering work that influences beliefs, alters behaviors, spurs action, and achieves measurable business goals and outcomes. As a certified, woman-owned small business, RP3 prides itself on its versatility and forward-thinking approach. RP3 clients include Amtrak, the Appalachian Trail Conservancy, Atlantic Union Bank, EagleBank, Guiding Stars, the Hay Adams Hotel, Hilton Worldwide, Marriott International, North Carolina Railroad, and the University of Maryland. For more information, visit https://rp3agency.com

 

 

About the Author

Capitol Communicator is a unique online and offline resource for Mid-Atlantic advertising, marketing, public relations, digital and media communications professionals. The e-magazine, e-newsletters and events bring together communications professionals, fostering community and providing important information; news; trends; education; and opportunities for networking, career enhancement, business exchange and showcasing great work. Visit www.capitolcommunicator.com to learn more.

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