myth-busting for the Massachusetts State Treasury

The Massachusetts State Treasury’s Department of Unclaimed Property receives, manages and returns forgotten funds to its rightful owners.

scope

Branding
Print Marketing Design
Digital Marketing Design
Advertising

Motion Graphics
Art Direction
Photography
Copywriting

collaborators

Mandy Donovan
Hey Smithy
Lara Vukson
Karrie Welch

sound on

sound off

the challenge

Most state residents are unaware of the Unclaimed Property Division, and it is an ongoing challenge to assure them of the program’s legitimacy.

the solution

For each biennial campaign, Pinkergreen strategizes new ways to communicate the department’s objectives. Leveraging real people and real stories to emphasize the authenticity of the program, the creative campaigns show that anyone in the state could be a recipient of unclaimed property.

THE IMPACT

3.71%

click through rate for paid social ads

Example bus stop ad from the Unclaimed Property Find Mass Money By the Numbers campaign in situ.

Collage of 3 close-up examples from the Unclaimed Property Find Mass Money By the Numbers campaign: A corner of the newspaper, an illustration of a piggy bank, and a man posing with a handful of cash.

Slideshow with examples from the Unclaimed Property Find Mass Money By the Numbers campaign. A woman poses happily with a handful of cash.

MBTA ad from the Unclaimed Property Find Mass Money By the Numbers campaign in situ.

MBTA animated triptych ad from the Unclaimed Property Find Mass Money By the Numbers campaign in situ.

MBTA bus tail ad from the Unclaimed Property Find Mass Money By the Numbers campaign in situ.

Example billboard ad from the Unclaimed Property Find Mass Money By the Numbers campaign in situ.

“

Pinkergreen has created multiple successful campaigns that have tremendously helped the goal of reuniting funds back to the residents of Massachusetts. They always execute our vision perfectly and have brought a fun spin to our public awareness campaign.

MARK WILLIAM BRACKEN

ASSISTANT TREASURER