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Minnwest’s Bank brand captures the essence of rural Minnesotans, small business owners, and community-minded clients who identify as “doers”—hard-working people willing to put in whatever work is necessary to get things done. We jumped at the chance to bring this identity, this feeling of empowerment, to a new level and create a multimedia campaign that draws from real-life situations to increase Minnwest’s name and brand recognition—while boosting new account openings and deposit business.
The core of Minnwest’s business is to provide personal and business clients the means to get things done. And, since it is a family-owned bank—one growing in name recognition and reputation throughout its footprint—our creative work needed to both educate and empower. We approached each medium with a simple, on-brand campaign that spoke directly to prospects and clients within Minnwest’s key verticals: personal finance, mortgage, small business, and agribusiness. This approach boosted deposit business from existing customers while converting prospects into clients.
Doers Welcome is a message that bolsters Minnwest’s current client-facing communications as well as its organizational philosophy. Our challenge was twofold: define “doer,” a moniker that can be difficult to read and comprehend at first sight, and communicate its unique sentiment without treading into occupied territory (i.e., Nike’s ubiquitous “Just Do It.”)
Our creative team focused on finding a shared mindset that could be developed and followed by Minnwest clients regardless of financial or life situation. Thus, “Do.” came to life—two letters that are powerful in their simplicity because they form a single word, an action verb, an imperative command, and a complete sentence, all at once.
When a strong community bank came to us with a clear mission and lofty goals of increasing deposits and online account openings, we knew we needed to develop an equally powerful campaign.
Through that, we created a strong, straightforward message of identity, empowerment, and education, one we used in our advertising to counter various excuses and situational roadblocks that might otherwise impede the progress of hardworking people.
The “Do.” campaign launched with much fanfare, and thanks to our media team’s ability to place digital, print, and visual advertising in prime locations on- and offline, Minnwest clients and prospects alike began to take notice.