LiBre+ CHECKING ACCOUNT x ORIENTAL BANK
Turning everyday behavior into unlocked value (2025)
Libre started as a no-fee account designed to remove friction. But removing fees isn’t enough to build ongoing engagement.
Libre+ introduced a simple shift: the more you use the account as your primary banking hub, the more it gives back. By linking direct deposit, customers unlock additional benefits, turning everyday financial behavior into tangible rewards.
The campaign made that exchange clear and immediate. Not just what the account is, but what it unlocks.
Reframed the product around behavior-based rewards, activated through direct deposit
Positioned Libre+ as an upgrade path: from access (Libre) to value (Libre+)
Built messaging around “unlocking more”, making benefits feel earned, visible, and repeatable
