Milestone Campaign

The Ask: The bank wanted to raise awareness of the Milestone Account for existing customers, while reaching and persuading as many new customers/parents as possible to open an account for their child(ren).

The Answer: Bluestone Bank’s new brand identity is built around the idea that real life looks different for everyone, and that a one-size-fits-all banking strategy can’t accommodate that. With this in mind, Pannos went to work to create a fully-integrated campaign for the Milestone Account that progresses as a child grows.

Pannos and Bluestone Bank began the process by holding small discovery calls to get to the heart of the marketing strategy and leverage the right avenues to meet the overall goal of this campaign. We dove into the project by asking strategic questions such as “what is the goal of this project, what are customers really buying, and what is the key value to the customer when opening this account.” We decided that a fully integrated digital and non-digital campaign was the best way to attract customers to open this account.

The creative materials Pannos developed for this fully-integrated campaign include in-branch signage, drive-up posters and signage, digital assets such as homepage sliders, a landing page, and targeted ads, as well as social media including Facebook ads, Instagram ads and stories. We also created a video to explain the perks of this account, using imagery and messaging to show the growth and progression of the account over time as the child grows up.