The Challenge

• Launch OOH brand campaign for Varo's digital bank that cuts through a cluttered fintech category.

• Increase brand consideration, website visitations and mobile app downloads.

• Prove campaign ROI and directly attribute lifts to Varo advertising efforts.

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The Solution

• Utilize 11 OOH impact & frequency formats to reach the target audience.

• Have presence in 7 key Varo launch markets, including Los Angeles, Atlanta and Baltimore

• Track a sample audience within the viewshed of the OOH units running ads. Match that exposed audience with those who visited the website or downloaded the app to analyze against outcomes.

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The Results

• Pre/post-campaign surveys report up to 86% of exposed consumers to the OOH are likely to bank with Varo in the next 6 months.

• Generated 55% overall website visitation lift with 267% average lift in four out of seven launch markets.

• Consumers exposed to OOH were 2.6x more likely to download the Varo mobile app.

“As the first all-digital bank designed to advance the financial future for everyday Americans, we wanted to create an OOH experience centered in the communities we serve. By selecting markets that reflected our core customer demographics and elevating some of our placements through partnerships with local artists.”

Halle Hutchinson
Chief Brand Officer | Varo

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