As an independent and locally owned bank, the best advice we could give Valley Bank of Kalispell was to go their own way. The brand we developed for Valley Bank reflected its values, institutional mission and “real Montana” character. It was our job to hone their image as a top-quality financial institution, despite being much smaller than its competitors. Drawing on the distinct look of the bank’s gorgeous western-inspired lobby, we crafted a brand which reflected its independent and informal culture. From there, we developed campaigns that took the potentially-stodgy world of banking in new and interesting directions.
Home-equity loans—and you’re already bored.
- A constant challenge in financial marketing is making it more than a numbers game. People want the best interest rates and lending terms they can get—but they want them to actually buy stuff. The radio spots in our “Modern Problems” lending campaign rekindled interest by talking about the real human motivations and emotions behind the loans people want. Click on “Men and Women,” “Bathroom,” and “Carpal Tunnel” above to see what we mean.
- Our early branding efforts for Valley Bank focused on reinforcing the honesty and integrity embodied in the traditions of frontier Montana. Taking cues from the bank’s old-fashioned lobby design (with real bars on the teller windows), we developed print ads, outdoor boards and lobby posters which spoke to a certain vein of trust, self-reliance, and guns. Lots and lots of guns.
- Our “Get a Loan, Little Doggie” campaign, devised to promote mortgage and consumer loans, put a playful spin on the sound of the old West, and was so successful we stopped running it three weeks into a five-week campaign. If that weren’t success enough, Valley Bank entered a pack of real dachshunds in Kalispell’s Fourth of July parade, winning first prize. Which proves the power of advertising, and the most unstoppable force in the universe: wiener dogs.
Highlight
The “Modern Problems” campaign earned a lot of notice from the listening public, with a corresponding uptick in loan applications. But it also reinforced Valley Bank’s image as an approachable institution with a human side—bathroom humor may be an unusual choice for for a financial campaign, but it’s something everyone can relate to.
Case Studies
- Click Here to View Our Brochure.
- American Red Cross of Montana
- Ashland Community Hospital
- Farmers State Bank
- Getting to the Bones of the Matter
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- Launching a Brand Into Orbit
- Making the Most of an Opportunity
- Millionaires—Without All the Airs
- Mountain West Bank
- Respect the Cage Seat Belt Campaign
- Spreading the Word Ahead of the Flu
- Traditional Culture, Current Technology
- Valley Bank
- A different kind of hospital, a different kind of care
- American Federal Savings Bank
- American Indian Stroke Campaign
- A Fast-Growing Hospital Brand Brought Up to Speed
- Raising Awareness, Saving Lives
- Health Insurance Participation—Up 56%
- Creating Impact for Healthcare Brands
- Current Planetree Solutions
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