Seeking to grab the attention of media-inundated millennials, East Cambridge Savings Bank turned to Stackpole to develop a creative campaign and integrated media strategy that will highlight the most popular features of its checking and money market accounts. Such ads need to be short on words and long on impact. Sly, ironic humor is often just what is needed in such cases.
A campaign consisting of three ads was created, each carrying a one-word definer: Beware, Caution and Warning. Each of those three words would then serve as the headline for the respective print/digital ads. With such unambiguous headlines, Stackpole felt confident that attention would be sufficiently grabbed!
The ad copy crafted by Stackpole followed up on the attention-grabbing headlines with humorous inversions of expectations. Each ad, featuring one-word headlines, highlighted a key benefit (“big bank technology,” “community-bank empowerment” and “community reach”) of banking with East Cambridge Savings by juxtaposing, with a reassuring wink, the pleasant byproducts of banking with East Cambridge Savings. Sudden euphoria, unleashed “feels” and the inspiration to dance in the streets were all predicted “side-effects” that East Cambridge customers could expect to experience. Dry, stogy “bankspeak” was replaced with ironic humor to entice and entertain.
Each ad featured succinct bullet points declaring East Cambridge Savings Bank’s offerings regarding ATM fee rebates, interest, no-minimum balance and fee-free monthly accounts! An uncluttered design and layout ensured that the bullet points were easily captured by those viewing the ads.