OUR ROLE: Strategic Planning | Creative Development and Execution
Digital Strategy | Outdoor Advertising | Digital Video Production and Editing
Awards: SIA – Best of Show, 2 Golds, Award of Merit
What was the objective of the campaign?
Leveraging the momentum of the original Boundless Banking campaign, we wanted to resurrect interest and re-engage prospects with a fresh creative campaign with an updated look and revised messaging across all campaign channels – outdoor, print, radio, broadcast and digital. With additional mobile banking features being offered this year, we wanted to continue to expand on the idea that Boundless Banking will always evolve to deliver more ways for customers to conduct their banking and to support Norwood Bank’s market position as a progressive, technology-focused bank.
Video played a key role in shaping perceptions across channels.
With an eye towards extending the value of Norwood Bank’s investment in creative assets, we developed a simple motion graphics video to run as part of a broad reach cable TV buy and to be repurposed through targeted social media channels and as demonstrative content on the Norwood Bank website.
The “Atomization” of this video asset contributed to the campaign’s overall success. After the initial launch phase, 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%.
Low CPM media buy delivered an audience with the frequency of message.
For high visibility among both Norwood residents and commuters, the outdoor campaign was strategically placed in the local MBTA commuter rail stations. This allowed commuters to spend their idle standing time taking in the intriguing creative execution and messaging. This layer of the integrated campaign helped elevate the level of awareness at a low CPM.