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