Intentionally Left Bank OOH
It started with an idea I had for a striking, punny billboard that would appear in a handful of locations around Seattle. What if you had a big, blank billboard that just said, “Intentionally Left Blank”? But if you look closely, you’ll notice that the last word is “Bank,” not “Blank.” If anybody caught the joke, there would surely be some word-of-mouth buzz. The gamble paid off and before you knew it we were getting phone calls of praise from as far away as Nova Scotia and Boston, and a movement of disenchanted customers leaving their Big Banks had found its slogan. The billboards were accompanied by a full page ad opposite the table of contents in the very collectible January issue of Seattle Metropolitan magazine (an obvious partner).
But the highlight of this campaign was when the shirts came out. We invited our members to tell us about why they “Intentionally Left Bank” and we sent each submitter a free shirt in the mail. The response was truly impressive. It was clear that a huge number of our members had been literally Chased away from their old bank by unreasonable fees and impersonal service.
Here is a great write-up from Jeffry Pilcher of the Financial Brand.