Not Suitable for Life.
Legacy Bank nixed charging their customers NSF fees starting summer of 2022. Beating nearly every major Oklahoma bank branch to the punch.
Because who loves getting charged random fees? Especially when you’re coming up short in the finances department, and then life stuff kinda happens. Like that thrilling flat tire you got driving through that construction zone.
Legacy needed a curiosity-piquing way to get the word out – while driving brand awareness, affirming their customer-first approach, and enticing the unbanked to join their NSF-fee free institution.
But wait, what’s an NSF fee? Yeah, exactly.
NSF is short for non-sufficient funds. Sounds official. Stodgy. An NSF fee is what a bank charges you when there’s not enough money in your account to cover a transaction. And those fees can be upwards of $40 each. Fun!
But, not so much. To bring levity to a classic bank fee getting the boot, we chose to bluntly call out Legacy’s reason behind killing the NSF fee – with a play on the popular “NSFW” (Not Suitable For Work) acronym. NSF fee? More like Not Suitable For Life fee.
With a playful approach to a term that everyday humans might not immediately recognize, we opened the door to relate, engage, and educate.
To get the word out fast, a rotation of 15 static and digital outdoor boards were deployed, as well as social and digital ads linking to a custom landing page educating about the removal of fees. In-branch POP materials were installed for foot-traffic awareness.
Role: CD/CW/Concept
AD: Luke Southern
ADDY Awards: Integrated Advertising Campaign - Regional - Gold
