River Valley Bank has numerous locations in central and northern Wisconsin and in Michigan's Upper Penninsula. Coinciding with the celebratory announcement to the community of a newly opening branch, River Valley Bank wanted to increase new accounts and encourage more investment by existing patrons.
An integrated media campaign was devised and executed. Stories of local luminaries who bank with RVB were used to demonstrate the new "WHERE BANKING IS INCREDIBLE" tagline. The following components were designed and delivered according to the pre-planned strategy:
A new logo, color scheme, message and taglineVariable data mailers pointing recipients to PURL (Personalized URL) websitesTelevision commercials and Radio spotsNew myRVB mini-site with dynamic javascript rich media that mimics FlashNew mini-site for the Michigan U.P. market featuring a local celebrity with corresponding television commercial and billboardAnimated digital ads placed in local network news affiliate web sites
A new logo, color scheme, message and taglineVariable data mailers pointing recipients to PURL (Personalized URL) websitesTelevision commercials and Radio spotsNew myRVB mini-site with dynamic javascript rich media that mimics FlashNew mini-site for the Michigan U.P. market featuring a local celebrity with corresponding television commercial and billboardAnimated digital ads placed in local network news affiliate web sites
Since this project had so many components to it, I will limit the examples to the mini-sites, the billboards and one of the television commercials.
The variable data direct mailers and the corresponding PURLs were released into the market prior to the launch of the major campaign. All parts of the greater campaign had a consistent look and feel exemplified by the mini-sites and billboards.
The variable data direct mailers and the corresponding PURLs were released into the market prior to the launch of the major campaign. All parts of the greater campaign had a consistent look and feel exemplified by the mini-sites and billboards.
The Mini-sites
The myRVB mini-site main page. When clicked, each quadrent drifts over like a sliding door and opens up a new field for copy and other content. All the quadrents would partially overlap each other to make room. It looks like it has to be Flash, but there is no Flash anyplace on the site.
View when a picture is clicked into. At the bottom of that copy, there is a link to a page with all the Incredible Stories.
This is the bio for one of the Incredible Stories participants. This page links to his story.
This is the story page for the photographer in the previous example. The photo is part of a slideshow related to his story.
Billboards
