***Balancing risk and reward is the ongoing struggle that all savers and investors face, and in a world of uncertainty, CDs are virtually risk-free. Our challenge was to create a compelling story that makes CDs valuable again to this crowd.***
***Emotion is a powerful way into a person’s heart and mind. People love advocacy and buying into a cause they believe in.***
***Crafted a PSA-style campaign that set out to rally the public of a growing issue that people are out to get your dollars. Communications drove consumers to where they can make a pledge to save the dollars by joining our movement (opening a Certificate of Deposit account). Key elements include:
- Guerilla-style elements (lawn signs, t-shirts)
- Website designs
- Branch signage
- Social media campaign***
Map illustration created by Alex DeSpain.