Bank’s Loan Campaign Sweet Like Sugar


The MAD House recently launched a new campaign featuring our client’s, Bank of the San Juans, loan products. Now, we don’t push products very often, but when we do, it’s crucial to maintain the same brand voice we created and have been evolving for the last fifteen years. Look elsewhere on this blog and you’ll see examples of that voice.

Happy. Friendly. Neighborly. Smiling. Know you name. Shake your hand. Look you in the eye. Honest, sound banking. Like it should be.

One Big Happy Little Bank.

It’s this image and voice, to which everyone at the bank subscribes  and lives, that sets Bank of the San Juans apart from the other banks in their region. Sure, there are some who try the talk, but most stumble badly on the walk. We even see banks here in Texas trying to capture the spirit of what were doing with this little Colorado bank. And, as the kids would say, “FAIL”.  Like most successful branding efforts, it’s a commitment from top to bottom, and at Bank of the San Juans they see it through.

So, taking that voice to the bank’s product sales was our mission here. We did so by losing any hard sell, not getting specific on particular loan products, and making the process non-threatening. The ads use the same design, art direction and copy style as our image ads.

We have ads running regionally on the Wall Street Journal online network of sites, some national real estate sites and the local newspaper’s web site. Print ad support comes from the daily newspaper with an ad spelling out our landing page:, and display ads in the two weeklies in the area.


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Sugar print ad
No Emus print ad
HLB print ad
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Sweet Loan Action campaign landing page

You can see more of The MAD House’s work for Bank of the San Juans HERE.



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