BANK OF THE WESTIntegrated Campaign

BUILDING VALUE IN MORE WAYS THAN ONE.

The Ask

Develop materials that introduce a special, bundled set of three offers for small business services providing customers and prospects with the opportunity to “build a bonus” of up to $1,250 as they add products.

The Answer

Create engaging, animated social media, in-branch assets and a landing page featuring visually pleasing, easy-to-follow instructions that makes a multi-part offer understandable and enticing at a glance.

San Francisco-based Bank of the West has a strong small business presence in their footprint. To build on it, the bank sought to test an original promotion that bundled three small business services, each with its own accompanying special offer. Small business owners were invited to build a bonus value of up to $1,250 as they added products, which include a checking account, a credit card and merchant services. Customers could take advantage of offers individually or sign up for the whole package.

The big idea.

IllustratingTHE BIG IDEA.

McGuffin brought the idea of BUILDING A BONUS to life by displaying the three offers as additions to one another, creating a quick-read explanation of the promotional concept. We paired a compelling headline with the $1,250 total offer value, which jutted into the bank’s distinctive new “green square” motif, drawing reader attention. The overall effect was to take a potentially complex or lengthy message and make it clear and compelling.   

Executions.

MULTI-TOUCHPOINT MARKETING.
McGuffin explored multiple avenues of small business consumer penetration, including a dedicated landing page, flyer, integrated social media advertising, and animated in-branch plasma screens.

MULTI-TOUCHPOINT MARKETING.
McGuffin explored multiple avenues of small business consumer penetration, including a dedicated landing page, flyer, integrated social media advertising, and animated in-branch plasma screens.

Results.

BY THE NUMBERS

7
Pieces of creative
3.4MM
Impressions
108
Leads
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