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Washington Trust Bank

It’s no secret that Millennials want to align themselves with organizations that offer benefits beyond low prices. They want to spend their dollars within their communities. They want to align with companies that have missions and values that truly benefit customers and society. And they prefer experiences over stuff. Read More +

It’s no secret that Millennials want to align themselves with organizations that offer benefits beyond low prices. They want to spend their dollars within their communities. They want to align with companies that have missions and values that truly benefit customers and society. And they prefer experiences over stuff.

It turns out that these benefits are exactly what Washington Trust Bank has built its business around. But it never communicated that to this key demographic.

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

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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