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The New Orleans-based agency unleashed the Joy of Freedom on the banking industry with a campaign designed to engage younger generations with human positives 

NEW ORLEANS (October 3, 2024) – “When it comes to life, ‘no’ is typically viewed as a negative. A word that hinders or prevents something from happening altogether. But ‘no’ when it comes to checking accounts? That’s a greenlight.” This was the strategy behind PETERMAYER’s recent “No Is a Beautiful Thing” campaign for client Hancock Whitney, which set out to flip the mindset of young financial patrons by highlighting the bank’s user-friendly checking account. Making its debut in May 2023, the vibrant campaign scooped up several top industry awards, including: 

  • The 22nd Annual American Business Awards®: Marketing Campaign of the Year – Financial Products & Services (Gold Stevie) 
  • PR Daily’s 2024 Social Media & Digital Awards: Visual Storytelling Winner 
  • Hermes Awards:  Gold for Strategic Campaigns | Marketing | Advertising 

For the past 125 years, Hancock Whitney has built a strong legacy as a trusted institution, and now it’s poised to energize and inspire the next generation with financial solutions that meet their needs. Through insights-based work, the agency discovered that Millennial and Gen Z audiences were used to hearing the word “no” – especially from banks and Hancock Whitney’s personal checking was unique in its lack of restrictions. Pairing customer insights with a new POV on the benefit of a Hancock Whitney checking account became the key to unlocking the Joy of Freedom inherent in the bank’s brand.  

“When you come of age, often you are met with a lot of mountains to overcome. In our consumer research, we learned that Gen Z was often told “no”, especially when they were doing adult things,” said SVP, Head of Strategy Laura Thomas. “The more they ‘adulted, the more barriers and “no’s” they received. We seized the moment to connect their proposition with the audience’s insight to invite younger folks into the brand and champion what they were doing well, breaking down barriers.” 

Flipping the script on the word “no” unlocked our way forward. By harnessing the power of the word “no”, wrapping it up in a campaign line “No Is a Beautiful Thing” and amplifying it with full-funnel tactics and creative that featured the word “no” made from stunning photography, we were able to create in-roads with this new generation. Each piece featured a beautiful “no” and pointed to the equally beautiful Nos associated with the Hancock Whitney checking account. The results were undeniable. It achieved particularly great success in paid social including a 104.11% unique engagement rate and a CTR of .67% on select ads/creative. From a business perspective, the bank saw increases in the number of account openings and balances. 

“Banking can be very intimidating, especially for someone who may be newly embarking on their financial journey. At PETERMAYER, we wanted to highlight the benefits of the checking account, allowing for diversity in messaging and unique, tongue-in-cheek media moments,” said Nicole Parks, Management Supervisor, PETERMAYER. “The campaign was also able to release some of that tension and tap into the joy and peace of mind that banking offers. We’re thrilled with the reception we’ve received so far.” 

In addition to the “No” campaign, Hancock Whitney and PETERMAYER received multiple award wins from its partnership with KABOOM! A community goodwill effort to renovate playspaces across the bank’s footprint. Award wins include:  

  • Hermes Awards: Building Strong Communities — Campaigns | Marketing | Integrated Marketing Campaign (Platinum) 
  • The 22nd Annual American Business Awards®: Brand Experience of the Year – Consumer (Gold Stevie) 
  • 2024 PRNEWS Digital Awards – Community Engagement Category: Honorable Mention 

Are you interested in how PETERMAYER can spark joy for your company or want to understand more about our Unleashing Brand Joy process? For more information, please reach out to businessdevelopment@peteramayer.com, visit www.peteramayer.com or follow along with us on LinkedIn, Instagram, Facebook and X

“No Is a Beautiful Thing” Campaign Credits:  

  • Laura Thomas, SVP, Head of Strategy  
  • Adam Meyerhoff, Strategist  
  • Nicole Parks, Management Supervisor  
  • Maureen Bongiovanni, Creative Director  
  • Barrett Macgowan, Copywriter 
  • Margot Bienvenu, Art Director  
  • Alexis Vicknair, Broadcast Producer 

ABOUT PETERMAYER 

PETERMAYER is a creative-led integrated marketing agency based in New Orleans, Louisiana. Its purpose is to find the inherent joy in every brand and set it free to win hearts, lift spirits and drive real business results. Current clients include Lumen Technologies, Hancock Whitney Bank, Kennedy Space Center Visitor Complex and Zatarain’s. For more information visit www.peteramayer.com or follow along with us on LinkedIn, Instagram, Facebook and X