Dive Brief:
- Ally Financial, an online-only financial services firm, worked with Grey Advertising on a digital and out-of-home media campaign called "Hardest Working Dollar" to get consumers thinking about how hard their dollars could be working for them, according to a news release made available to Marketing Dive.
- For the campaign's out-of-home element, Ally is putting 7,500 U.S. $1 bills into circulation in 15 cities total, rolling out in three cities per week over a five-week period through early July. The bills will be spent at local businesses where cash is widely used such as convenience stores, coffee shops and gas stations, and consumers can check their bills at AllyHardestWorkingDollar.com to possibly win $100, $5,000 or $10,000.
- The campaign can be tracked on the brand's website or on Twitter and Facebook through the #HardestWorkingDollar hashtag. The fifteenth and final city featured in the campaign will be selected via fan choice on social media. People in George Washington costumes will also be delivering coffee and the brand's message in five of the target cities.
Dive Insight:
Out-of-home advertising continues to push past the standard billboards and posters thanks to the help of digital integrations, and Ally's latest campaign does so in a way that directly ties to its financial services. Including a social media element and hashtag with the promotion might raise awareness and ensure people in cities like New York and San Francisco are keeping an eye out for their own hardest working dollars.
"The Hardest Working Dollar campaign is a continuation of our efforts to 'Do It Right' for our customers and all consumers by encouraging them to think about their money differently," Ally Chief Marketing and Public Relations Officer Andrea Riley said in a statement. The campaign indeed includes an element of spreading financial literacy while also incentivizing engagements through potential cash rewards.
"Hardest Working Dollar" is a continuation of similarly-themed earlier efforts from Ally, including "Splurge Alert," which asked consumers to give pause before making particular purchases, and a "Lucky Penny" program that highlighted how every penny counts, per the release. The Lucky Penny promotion shared a focus on out-of-home marketing with "Hardest Working Dollar."
