AFFLUENT deposit account · Acquisition campaign
Oriental Bank · 2024
The Break You Need (2024)
The category default for no-fee checking accounts is to lead with zero fees and hope that's enough. It isn't.
Libre was positioned around freedom — not the absence of cost, but the presence of control. The campaign gave people a reason to switch that felt personal, not transactional.
What I did:
Developed positioning platform around financial freedom, not product features
Led offer development and messaging architecture
Oversaw execution across TV, digital, print, and OOH
Marketing Campaign and Offer Development
Print Ad
15s Digital Ads