The Lowell Five Cent Savings Bank is the oldest financial institution in the city of Lowell, Massachusetts and has been a cornerstone of the community for 160 years. The Lowell Five takes pride not only in offering a superior range of financial products but also in providing exceptional customer service and continued support to Lowell and the surrounding communities.
The Lowell Five 2013 Television campaign needed to use two :15 spots to effectively communicate several different objectives. These included The Lowell Five’s extensive range of products, their team of experienced professionals, the fact that they are locally governed and managed, and their commitment to their community and area businesses.
To make the most of the media buy and to communicate the totality of the different messages efficiently, separate business and retail spots were created, which were then bookended during the prime seconds at the beginning and end of a commercial break.
To reinforce the local, approachable nature of the bank, Lowell Five President, Dave Wallace, and Chairman and CEO, Bob Caruso, delivered both the retail and business messages. The complete lending team was featured in the business campaign while a valued customer and well-respected member of the community starred in the retail campaign. Both tactics reinforced the community-oriented, local nature of the bank.