Clean Hands, Clear Mortgages: How Regions Bank Used Hand Sanitizer Stations to Promote Affordable Homeownership
In a creative twist on traditional advertising, Regions Bank launched a multi-state campaign using hand sanitizing stations at CVS Pharmacy stores to promote their affordable mortgage program. By placing ads in high-traffic CVS locations in Atlanta, Texas, South Carolina, and Florida, Regions Bank aimed to engage consumers in a clean, safe environment while educating them on how to achieve homeownership with affordable mortgage options.
Campaign Overview
Regions Bank strategically placed compelling visual ads on hand sanitizing stations located at the entrance and near the prescription pickup areas in 42 CVS stores. These spots were selected due to their high dwell times, ensuring that consumers had ample time to view and absorb the message. The ads promoted Regions Bank’s mortgage program with a focus on accessibility and affordability, creating a direct connection with consumers looking for financial stability.
Engagement and Metrics
The campaign spanned three months and reached an estimated 1 million impressions per month. With a CPM range of $10 to $12, the hand sanitizing stations became not only a practical necessity but also an effective advertising platform. The strategic positioning of the ads allowed Regions Bank to maximize visibility while offering a service that met the safety needs of consumers during the ongoing health-conscious environment.
Why This Strategy Worked
Strategic Location: Placing ads on hand sanitizing stations in CVS stores was a smart move, as these stations are located in high-traffic areas, ensuring that nearly every customer passing through the store engaged with the message. The high dwell times near the prescription counters also increased the chances of repeated exposure to the ad, reinforcing the messaging.
Timely and Relevant: Amid a global health crisis, hand sanitizing stations are now part of the daily routine for many people. Regions Bank took advantage of this opportunity to deliver a timely message while ensuring the audience was already in a mindset of responsibility and personal care—making the transition to financial well-being a natural next step.
Wide Reach, Multiple Markets: By running the campaign across four states, Regions Bank ensured that the message reached a diverse group of consumers, broadening its potential impact on individuals across multiple regions.
This campaign by Regions Bank exemplifies how non-traditional, real-world advertising—like placing ads on hand sanitizing stations—can effectively combine utility with marketing to deliver a message that resonates. Through this innovative approach, Regions Bank not only promoted its affordable mortgage program but also positioned itself as a brand that understands the needs of its customers in the current climate.
