PROJECT DESCRIPTION

Through acquisition, Bank OZK (formerly Bank of the Ozarks) had grown its Georgia presence from 27 to 72 branch offices. However, awareness of the bank was near zero in Metro Atlanta. When directed by the FDIC to meet Community Reinvestment Act requirements for low to moderate-income homebuyers, the bank enlisted Jones Worley in building public awareness in the communities it serves.

Jones Worley created a two-pronged campaign that first utilized traditional general market media, including radio and out-of-home coverage bolstered by a digital mobile and banner campaign that targeted English and Spanish-speaking audiences. Multiple creative concepts were tested and refined during the campaign, which resulted in above-average click-through rates and awareness levels of between 24 to 34 percent. Checking accounts and mortgage applications significantly increased by the end of the campaign.