Challenge – The communications objective with this campaign was to generate awareness for bank account maintenance within Canadian Western Bank’s existing client base.
Solution – The strategy behind the Spring Campaign was to align bank account maintenance with springtime; effectively making it a seasonal behavior akin to spring cleaning. A jubilant color palette, cheery spring flowers and strong but conversational call-to-action gave the campaign a stand-out quality that separated it from traditional bank marketing materials.
Result – The results were just as matter-of-fact as the campaign itself. People simply asked the bank staff “What’s up?”, initiating a dialogue about bank account maintenance in a truly helpful and conversational manner.