The Challenge

Ally Financial is an American challenger bank that’s 100% online, which means your money works smarter, not harder. But in a landscape dominated by big competitors with billions of dollars in annual marketing spend, less than 8% of America’s deposits are held by online banks. Ally needed to prove they could make Americans’ money work smarter, in a way that would cut through online.

The Solution

With Ally having a huge following on Reddit, we decided that's where we needed to play, by making Ally Bank the world’s first bank to officially accept Reddit Gold. The Ally r/Bank allowed Redditors to deposit their Gold and then used a cheeky little hack to give them a highly-coveted Argentium award (worth more than 40x Gold) in return for their investment.

The Result

In just 72 hours, the Ally r/Bank traded its entire vault of Argentium, became the most Gold-awarded promoted post in Reddit’s entire history (and the most Gold-awarded post outright on Reddit in all of 2020), and introduced the front page of the internet to Ally’s smarter banking. Redditors were suddenly hailing the Ally r/Bank as “Reddit Coin Jesus”, “marketing genius”, and “the best trade deal in history”.

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Role: Senior Art Director - Agency: R/GA New York + Sydney
Client: Ally Bank