Differentiated Ad Concepts for Brand Awareness Play
Shaping and executing the strategy for multi-channel, multi-format awareness ad content to bolster the perception of a local bank’s brand.
Client
Vast Bank
Year
2024
The Opportunity
After receiving some backlash for its foray into the world of crypto, this bank wanted to ditch the hyper-innovative angle and get back to its local banking roots. As a major player in the Tulsa, Oklahoma financial sphere for over 40 years, they wanted to rebuild their perception as a trusted local banking partner, starting with an awareness campaign.
The Execution
As a content strategist and copywriter on the project, I brainstormed messaging themes with the project team and ran with the execution of a few key concepts.
Building on an overarching theme of ‘stress-free banking’ intended to signal the brand’s stability, I drafted and iterated on concepts that would stand out from typical local bank noise, including Meta ads structured as haikus, Calm-esque Spotify ads, and landscape-disrupting billboards.
Key Collaborators
Engagement Lead: Justin Baney
Creative Lead: Dalton James
Designer: Meghan Johnson
Campaign Manager: Alye Vessells