We used OOH, a proven launch medium for the brand, to create living brand experiences. These experiences mocked the oft foolish ways and were executed in shopping or spending environments. We were able to engage the target on sidewalks and street corners, as well as at the house right next door to where they live, a place usually zoned out for advertising.

With a limited budget, this effort truly captured the brand's "un-bank-like" approach to banking and continued to challenge banking advertising norms by showcasing the brand in an experimental manner, thereby making the surrounding traditional media work harder. San Francisco responded very well to this approach as account openings skyrocketed 189%.