Brief Details:
The updated Banking App was to be introduced when competitors mostly had their apps in place already:
Solution:
"Banking as it happens" - Selling not the functionality of the App itself but how it allows users to be able to bank when it becomes necessary rather than have to dedicate time to it specifically.
Campaign:
The campaign consist of traditional print ads (both standalone and attached to other ads), a desktop/mobile download campaign and a guerilla campaign which places reminders for payments next to things that would remind customers of that payment (above: reminder to pay water bill next to large outdoor fountain)