‘Start Your Adventure’

Saltwater set out to build a creative campaign that would stand out in the market. The team knew it had a great tagline in “Start Your Adventure.” The team also knew that New Englanders love the outdoors, so it asked itself some questions. What if New Englanders didn't have to interrupt their outdoor adventures to do their banking? What if it could combine customers' love for the outdoors with Passumpsic Bank’s great services?

And with that, The Bank of the WIld was born. With a budget of $190,000, a multifaceted campaign was built. It would be a campaign that proved to be incredibly successful. Passumpsic Bank, with assets over $880 million, was thrilled with the results.

Saltwater introduced The Bank of the Wild to the public through two unique teaser videos, designed to build anticipation prior to the primary spot launch. Both teasers ran for two weeks and included a vanity URL that would lead viewers to the bank’s landing page. This was followed by the primary campaign launch on television, as well as placements on Instagram, Facebook, Twitter, LinkedIn, and YouTube.

To support the campaign after The Bank of the Wild aired, the bank boosted content showing the perspective of its A-Tree-M machine and what it sees during a typical day in the forest, as well as two longform Mockumentary interviews with Bank of the Wild employees. Pieces of the set were shipped to Passumpsic branch locations, and Sasquatch footprints were added to outside locations to highlight the bank's working relationship with that famous creature of the forest.

With more than 1.5 million television impressions via WCAX and more than 5.3 million digital impressions, the Bank of the Wild was widely seen by the 18-65 target group. Plus, more than 25% of impressions came from viewers younger than 45, positive momentum toward the goal of expanding Passumpsic Bank's awareness with younger audiences.

A great deal of activity was seen on Facebook and Instagram, with considerable growth of 154% on Instagram Reels in particular. The creative saw 150 seconds of time earned, which is on average an additional two and a half minutes with engaged users as compared with standard video assets. The partnership with Hulu allowed the campaign to make use of its Interactive Living Room tool.

Smart television/OTT viewers saw the 30-second spot coupled with a prompt to "Learn More." Viewers were brought to a branded page with the option to screen other videos from the campaign. This branded page included a customized Bank of the Wild theme, simple messaging, and a QR code directing viewers to the landing page, bankofthewild. com. This creative had an engagement rate of .58%, exceeding Hulu's internal benchmark standard of .46%.