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washington trust bank

It’s no secret that Millennials want to align themselves with businesses that offer benefits beyond low prices. They want to spend their dollars within their communities. They want to drive greater good. And they want life experiences over stuff.

It turns out this is exactly what Washington Trust Bank has built its business around. But it never communicated that to Millennials, the next generation of banking customers.

Enter the bank’s new campaign, “What’s Your Awesome,” Duft Watterson created in partnership with Washington Trust Bank.

The campaign doesn’t tell Millennials how to get rich. Rather, it uses digital display, location-based marketing (LBM), over-the-top marketing (OTT), print, TV, radio, and content marketing, to invite them to meet with Washington Trust Bank bankers so they can collaborate on how to realize a full life; however they define it. Whether that be travel, buying a new RV, paying back a college loan, or saving for a wedding.

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Photo: Michael Dorman
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