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Anomaly is renowned for crafting culturally resonant campaigns that connect with audiences on a deep level. When tasked with creating Ally Bank's "Graduate Financially" campaign, they faced a unique challenge:
"How do we tap into early 2010s nostalgia to encourage Millennials to upgrade their banking experience?"
The solution? Tapping into authentic, found content from the internet that evoked memories of viral trends from that era.
Embracing the Power of Found Content
Anomaly aimed to create a campaign that resonated with Millennials who had outgrown trends like the Harlem Shake and planking but hadn't updated their bank accounts since their teenage years. To achieve this, they needed real, relatable content that captured the essence of that period.
By partnering with Catch+Release, Anomaly was able to:
- Curate a library of 142 nostalgic assets reflecting early 2010s internet culture.
- License 18 high-quality clips across Digital and All Media rights, ensuring broad campaign reach.
- Adapt swiftly to evolving creative directions, accommodating midstream changes seamlessly.
"Catch+Release allowed us to move at the speed of culture, sourcing and licensing content that truly connected with our target audience."
— Anomaly Creative Team
Results That Speak Volumes
The "Graduate Financially" campaign successfully:
- Engaged Millennials by tapping into shared cultural memories.
- Encouraged financial growth, prompting audiences to reconsider their longstanding banking choices.
- Enhanced brand perception of Ally Bank as a modern, digital-first institution attuned to its customers' journeys.
The campaign's rollout across linear TV, CTV, OLV, paid social, and influencer content, including collaborations with figures like Taylor Lautner, amplified its impact during the graduation season.
Redefining Content Licensing in Advertising
Anomaly's collaboration with Catch+Release showcases a shift in advertising strategies:
- Authenticity over staged productions: Leveraging real content to tell genuine stories.
- Efficiency in execution: Streamlining the content sourcing and licensing process.
- Cultural relevance: Aligning brand messages with resonant themes.
This approach not only saved time and resources but also delivered a campaign that truly resonated with its intended audience.
Here is the final product!
Ready to take control of your licensing process? Discover how Catch+Release can empower your agency or brand team today.
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