Viridian - A revolution in bank advertising

When the State Bank launched Viridian it had a reasonable share of the home loan market and a negligible share of the home equity loan market.

Viridian — A Revolution in Bank Advertising

Vanessa Morrison

INTRODUCTION

In May 1996, DDB and State Bank broke the rules of bank advertising - we launched a bank product with advertising that deliberately did not attempt to explain what it was. A brave decision, or a foolish one? This case study will demonstrate to you that this decision was neither brave nor foolish, it was the most effective way to launch Viridian, State Bank’s home equity loan.

By the end of 1996, Viridian had increased its share of the home equity loan market by 1300%. That’s a huge increase, but...

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