The Blank Bank
Touchstone Bank has 15 branches in mostly rural areas. We were tasked with announcing a list of banking features to a tech-savvy public that had grown leery of big banks and financial institutions.
We needed to show the public that their local small-town bank could do everything the big city banks could do, but without big city indifference. This meant that Touchstone had to offer the technology that customers expect from bigger banks, but also something that big banks don’t have: roots in the community.
The campaign came together around a creative platform called The Blank Bank. This platform gave us the space and flexibility needed to talk about several banking features within a single ad as well as the ability to connect those features to our customers’ lives.
To tell these rich but divergent stories, we tapped London artist Peter Tarka to create 3D images bringing each to life. The campaign was then rolled out to local community magazines and newspapers, alongside digital ads and social media content. Everything drove people to customized landing pages that we developed in-house.
The campaign hit like a direct deposit, achieving critical as well as commercial success. Traffic to the bank rose dramatically, resulting in the opening of thousands of new accounts and a huge increase in web traffic.
New Checking Accounts