Mitsubishi Financial Group (MUFG) was launching
PurePoint, a new bank that offered the mass affluent
consumer the convenience and high interest rates of
online banks with the premium experience of the
best traditional banks.

We uncovered the audience's affinity for the visual and
performing arts and leveraged that in our advertising. We
also helped them launch their branches as art galleries,
focusing on key local artists. We balanced this visual
approach with highly targeted, hard-hitting rate
messaging.
We also built an acquisition engine designed to quickly
grow the business by targeting high-value prospects and
expanding the relationship over time.

Our efforts were so successful, the client had to stop
marketing halfway through the year, two years in a row. We
achieved dollars on deposits up 200% of goal, customer
conversion 170% of goal, and cost-per-customer well
below benchmarks.