Bridgewater Savings is a mid-sized bank with ten branches. The bank has good awareness levels in its core markets that it needs to maintain, but following a recent merger with another community bank, it also needs to strengthen its presence in new markets.
The challenge was to develop a TV campaign that would support brand recall across retail, lending, commercial and wealth management products. It was critical that the creative capture attention, deliver media-buying flexibility and be highly cost efficient to produce.
The bank has an existing 30-second spot with a retail message that is fresh and differentiating. Our strategy was to develop three new 15-second spots that could either stand alone or run immediately following the existing creative in order to build upon the core message and attract interest in additional services.
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