City National Bank
Winning Over a New Generation of Customers
Adulting Is Hard.
Budgeting. Bills. Canceling that free trial you swore you’d remember. For young adults trying to get their financial footing, the daily grind of “adulting” is very real, and not exactly glamorous. City National Bank saw an opportunity to meet this audience where they are with real solutions that would drive checking account sign-ups among 20- to 30-somethings. That’s when they turned to Asher to create a memorable campaign that made checking accounts feel a bit more human and a lot more helpful.
Asher Got It Right
To connect with this specific audience, Asher crafted a bold, multi-channel campaign built around a simple truth: adulting is hard. We understood this audience, what makes them laugh, what stresses them out and what they expect from a financial partner. We also understand how to speak their language. We used all of that insight to shape every part of the campaign.
The creative leaned into the everyday (and often funny) struggles of growing up—like racking up subscription fees or learning to cook without Googling—while positioning City National Bank as a relatable partner for every step of their journey.
A Relatable Partner
The creative leaned into the everyday (and often funny) struggles of growing up—like racking up subscription fees or learning to cook without Googling—while positioning City National Bank as a relatable partner for every step of their journey.
Every element blended emotional relevance with practical value. We focused on what young adults care about most: convenience, mobile tools and no hidden fees. The tone stayed fresh, approachable and smart throughout.
Real Talk. Real Results.
The campaign connected with its audience, delivering a message that felt authentic, trustworthy, timely and totally on their level. It also made checking account feel a bit more…human while delivering several wins for City National Bank:
- Increased sign-ups among key demographics
- Strengthened brand perception as a modern, customer-first bank
- Deepened engagement and trust among younger audiences
- Reinforced City National Bank’s role as a supportive guide for young adults
