Act Like A New Neighbor, Not A Brand
adswithbenefits Whitefish Credit Union entered a new city by acting like a new person in town. Zero logo. Real...
When Whitefish Credit Union moved into Missoula, they didn’t scream, “NOW OPEN.” They put up billboards that looked like a lonely guy’s notebook: Ryan’s selfie, a fishing rod, and a scribbled line asking for friends. No logo, no offer, no rate. Just a URL: NewToMissoula.com. The result: viral screenshots, packed comment threads, real friendships, and $20 million in deposits in month one.
Inside the “New Neighbor” Billboard
Each board looks like a whiteboard note from a new neighbor: Ryan biking, kayaking, fishing. Short, human asks like “Looking for a kayaking compadre?” scrawled in imperfect handwriting. The only call-to-action is curiosity: visit the simple URL. Only after the click do you learn Ryan works at the just-opened Whitefish branch. The whole thing feels like meeting a person first, a bank second.
How To Act Like A New Neighbor
- Lead with a real human face, not your logo.
- Talk about shared hobbies or local life, not products.
- Use one simple, intrigue-driven URL to reveal the brand later.
- Show up in town events so the billboard character actually exists.
Brands Acting Like Neighbors
Whitefish Credit Union entered Missoula by introducing Ryan, a real staffer looking for outdoor buddies, then softly revealing the new branch behind NewToMissoula.com.
Creative Variations
Analyzed by Swipebot
Text Statistics & Scores
An elementary to middle school score is best since it’s simple to understand.
Grade Elementary
8
Total Words
1
Total Sentences
8.0
Words / sentence
88
Flesch Score
Copywriting Frameworks
Analyze the frameworks of the text
The line hints at a problem (acting like a faceless brand) and slips in a quick fix (act like a friendly new neighbor). It is more implied than spelled out, but the structure is there.
- Problem: Being seen as a cold brand
- Solution: Behave like a warm new neighbor
A mini-contrast lives inside the phrase. It suggests a BEFORE state (brand) and an AFTER state (new neighbor). The word “Act” works as the bridge telling you how to get from one to the other.
- Before: You = corporate brand
- After: You = new neighbor
- Bridge: "Act like" gives the action to cross the gap