The branding campaign we created for Taylor Bank in 2019 helped to solidify their image as the most trusted, reliable and stable bank on the Delmarva Peninsula. The plan was to extend the campaign into 2020 with a round of fresh creative around the same themes. While COVID-19 obviously affected those plans, the bank and Stackpole were determined to move forward with a fresh TV spot and other accompanying elements.
In the new spot, customers discuss the features they love most about Taylor Bank–the many local branches, the online banking options, the consistent longtime identity, and the familiar helpful associates. Together they portray the bank as a critical community resource. As the closing voiceover states, customers “love a lot of things about Taylor Bank. And we love them right back.” The print ads and digital banners echoed this statement and extended its reach for those who may not have seen the TV commercial.
With a few important precautions, we were able to execute the production safely for everyone involved. For example, in the 2019 spot customers spoke directly into the camera. In the new spot, we instead used voiceovers, which helped to reduce crew size and minimize risk. Maintaining social distance, wearing masks and keeping the shooting locations clean and isolated were also key steps.
With something as dangerous and disruptive as COVID-19, it’s tempting to hunker down and adopt a defensive posture. But with sensible precautions, organizations can move forward with their TV productions and other marketing programs–and perhaps stand out even more by conveying a sense of optimism and progress in a scary and uncertain period.