Boston-based Radius Bank is a full-service bank, providing products and services to individuals and commercial businesses. Radius sought to position themselves as a virtual bank to customers outside the Boston area and, in doing so, introduce the concept of “branchless” banking for people unfamiliar with the practice.
As a bank that deploys the latest technology to deliver a convenient, best-in-class virtual banking experience, Radius was looking to augment their existing marketing efforts with digital content that would attract and entice millennials.
Crafting Creative That Captures Millennials
To achieve the business goal of positioning Radius as a leader in the virtual banking space, Stackpole spearheaded a campaign focusing on their distinctive range of branchless banking offerings: Apple Pay, Premium Rates, No ATM fees, Radius Pay and P2P payments. Targeted toward an audience weaned on 8-bit video games like Super Mario Bros, the style was employed to drum up feelings of nostalgia. Accordingly, creative was produced to evoke such associations.
Strategic creation of content designed to entice, in a not overly assertive manner, engages a sought-after demographic with humor and welcoming nostalgia, while introducing a novel banking concept.