Created in partnership with Melissa Wilhelm at The More Seekers.
Naming, logo, copy, TV and radio
A new kind of bank accountKasasa.
Banking is a category nobody gets excited about. So we gave it a name worth repeating and ads people actually wanted to watch.
The real problem
A new kind of bank account needed more than a launch campaign. It needed an identity from scratch, in a category where most names and most ads blur into one beige wall.
What I noticed
Nobody wakes up excited about a checking account. If the name and the ads felt like banking as usual, nobody would remember either.
The call I made
Start with the name. A name worth repeating does half the marketing for you, so I built everything else on top of it rather than dressing up something forgettable.
What I built
Everything from the name up: the naming, the logo and the strategy, then every word of copy. I concepted the TV and saw it all the way through production, and wrote the radio too.
The words
Don't just bank, Kasasa.
Do you have the financial equivalent of a green thumb? If you Kasasa you do. With Kasasa, I get to make things grow. It's my sort of... fertile ground because it actually gives me money and then helps me save. You see, my free checking account gives me massive, and I mean massive interest. And that interest automatically gets put into my Saver account. Mix in my nationwide ATM fee refunds and the next thing, I've got a forest! I just love seeing all that green. So do you Kasasa?
Do you Kasasa? Do you have a free checking account that is going to change the way you bank forever? That pays you for the money, that well... is your money. If you Kasasa you do. Do you Kasasa?
The lesson
In a boring category, the name is your cheapest ad. Make it one people want to say out loud.
The work
