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.
The creative solution is a campaign called, “Street Talk.” These three 15-second spots play as if they were casual interviews, with the subjects talking about what they want from their bank and posing questions like, where is the expertise and dependability that I need. The answer, of course, is Bridgewater Savings. Each of the spots reflects the bank’s unique brand personality as well as its accessibility, strength, and stability.