Central Bank of Utah earns +5% web visitors with custom multiscreen campaign

A dual focus on community-based messaging and innovation

Central Bank began in 1891 as the Springville Banking Company, later merging with the State Bank of Provo in 1966 to form Central Bank and Trust, one of Utah County’s strongest financial institutions. Today, Central Bank is committed to combining modern banking conveniences—like mobile banking and online financial tools—with a personal, community-focused approach, actively supporting local programs and contributing to initiatives throughout Utah County.

Central Bank set two primary marketing objectives. First, the team aimed to increase local awareness of its mobile banking features, including Receipt Capture and Spare Change. Second, the bank wanted to create outside-the-box TV commercials highlighting its cutting-edge technology while reinforcing its strong local roots and commitment to the community.

Precise audience targeting minimizes wasted messaging

With Central Bank having multiple branches, we needed to make sure that we were reaching the right audience in the right locations. To achieve this, we mapped Central Bank’s addresses against Comcast Advertising zones and identified two zones that covered the bank’s entire footprint: Orem and Provo.

Next, we focused on finding the ideal audience for Central Bank’s modern banking services. Comcast Advertising recommended the “Promising Families” segment, which represents young, growing households—a perfect fit for the bank’s goals.

With the right zones and audience in place, we were ready to build the rest of the campaign.

Tapping local sports for a deeper audience connection

Central Bank’s campaign incorporated both a linear audience schedule and an audience-targeted streaming component. Building on this foundation, the team then looked to local high-value sports programming to align with Central Bank’s second marketing goal. Brigham Young University football—located in the center of the campaign’s target zones—was added to build reach and frequency while strengthening the bank’s connection to the local community.

Award-winning creative boosts campaign performance

Alongside Central Bank’s geotargeted, audience-based multiscreen campaign, the Comcast Advertising Client Creative team produced seven unique video commercials. The creatives ranged from general branding messages of hometown values to ads about specific new products and services. One standout piece, “Spare Change,” earned a Silver Medal at the 2022 Telly Awards—a testament to the campaign’s creative success.

To top it off, within the first three months of the multiscreen campaign, Central Bank saw a +5% lift in website visitors, as measured by Comcast Advertising’s Instant IMPACT tool.