The Challenge for Signal Financial Credit Union

Leveraging primary research along with in-depth secondary research, Overabove uncovered key insights into the financial habits and mindsets of Gen Z. Building on Signal’s recognizable “obsession” concept, we crafted a campaign that spoke directly to this audience’s priorities: convenience, flexibility, simplicity and achieving future goals.

To further distinguish Signal from traditional banks—institutions that our target audience expressed significantly less trust in—we underscored that membership also means ownership. We produced a suite of strategic assets to drive the campaign, including print, digital display, video and search ads supported by conversion tools that showcased Signal’s new operational advancements.