Virtual Bank: Establishing a Real Personality

Submitted by ckwebacct on Tue, 2011-07-12 14:59
The Challenge: 

As one of the original, yet not one of the biggest, internet-based banks, Virtual Bank needed to funnel savvy savers to their aggressive electronic money market savings account. And fast.

The Approach: 

The charge, as we saw it, was to do more than sell a product – it was to create a product culture. To take an intangible object, like internet banking, and give it a face. A name. A lifestyle. A personality. To relate, not just the benefits of having an eMoney Market account. But how it feels, too.

Because in the end, we didn't just want people to open an account. We wanted people to be genuinely happy they opened one. To feel special. Like they’re part of an exclusive club. Then to go invite all their friends to join the club, too.

We developed a series of edgy, breakthrough web ads directing surfers at various financial sites, as well as Virtual Bank’s home page, to a landing page extolling the virtues of the electronic money market product.

The Results: 

Thanks to communications spawned by our insights, the bank saw more than $300 million in new deposits in the first ten months alone!