Leveraging the momentum of an existing “Boundless Banking” campaign, we sought to revive interest and re-engage prospects with a fresh creative campaign featuring an updated look and refreshed messaging across all campaign channels – outdoor, print, radio, broadcast and digital.
Fresh, new creative expanded on the idea of “Boundless Banking” continually evolving to deliver more banking options and innovations for ways customers and to support Norwood Bank’s market position as a progressive, technology-focused bank.
Seeking to extract maximum benefit out of Norwood Bank’s investment in engaging creative assets, we developed a simple motion graphics video to run as part of a broad-reach cable TV buy. This same video was then repurposed for targeted social media channels and deployed as demonstrative content on the Norwood Bank website.
The successful “atomization” of this video contributed significantly to the campaign’s overall success. Following the initial launch, Norwood saw an increase of 57% in new Boundless Banking accounts in 2017, with 45% of Norwood Bank accounts converting to Boundless Banking accounts. Mobile banking usage grew 14% in 2017. E-banking grew by 4% and BillPay by 7%.
To ensure high visibility among both Norwood residents and area commuters, an outdoor campaign was strategically placed in the local commuter rail stations. This placement leveraged the captive eyeballs of commuters waiting for trains and invited them to take in the intriguing creative execution and messaging. This layer of the integrated campaign helped elevate the level of awareness at a low CPM.
Norwood Bank was savvy enough to recognize the benefits of working with a truly full-service agency—one with extensive experience serving the banking industry—when they again chose to work with Stackpole. As a result, a legacy campaign was given new life and ever greater urgency thanks to a thoughtful alignment of message and method.