The good news was that people across the Regions footprint knew we used a green bike, the color green and a certain song in our marketing. As a matter of fact, our brand linkage and favorability scores were through the roof. However, what they didn’t see was a bank that offered the latest tools and technology to help them keep better track of their money and make smarter financial decisions. That’s why we created the Regions Green Light campaign. Not only did it help consumers understand how Regions could help them, it helped millennials see Regions in a new light.