PenFed
BACKGROUND
In 2020, WHITE64 took advantage of premier space within the Washington Dulles International Airport via the Concourse C connector, where the heaviest traffic flows through the airport. During the height of COVID, we were able to negotiate savings of 75% with an innovative, long-term, one-of-a-kind OOH experience, creating a memorable trip through the tunnel with 100% share of voice. Over the past four years, we have continued to innovate within the space, transforming once static walls into an immersive experience with LED screens and sound. In addition, we’ve negotiated added value placements throughout the airport, adding frequency to messages.
CONSUMER BELIEF
The trip through the airport is part of the trip! I like encountering unique advertising and displays that couldn’t exist anywhere else.
BELIEF INTERSECTION
PenFed is is not your average credit union — they’re big, they know DC and they’re open to everyone.
RESULTS
As travel has rebounded post-pandemic, the tunnel has seen annual travel numbers increase from 6.3 million in 2020 to 15 million in 2023. WHITE64 has used a combination of 3D animation, video, kinetic type, scenic photography and other elements to bring larger-than-life messages to the tunnel space.
• 42.3 million total impressions
• Exceeded auto loan goals for 2023 by $26 million for promo featured in the tunnel
• Savings and Checking promos featured in the tunnel contributed to an 8% YoY increase in deposit balances
• Over the course of our relationship, membership has increased by 123% and assets by 94%
