The Bank of the West mobile app has everything you want in a banking app, but what really makes it special is the way it seamlessly fits into life in the west. So, in this campaign we wanted to play up the fact that using it doesn’t have to take anything away from living here. By showing everyday moments in the West and letting that simplicity speak for itself the takeaway is clear: mobile banking in the West can be just as straightforward as life itself.
Mobile banking options have become an expectation for millennials choosing a bank. In order for Bank of the West to drive adoption and loyalty they needed to drive awareness of their mobile app, without the benefit of differentiated reasons-to-believe.
With nothing ‘new’ to say about mobile banking, we chose to say nothing. Quiet broadcast advertising announces the mobile app while driving home the Western values and respect Bank of the West shares with their audience.