Braintree Cooperative Bank has served their community and neighboring towns for over 120 years. On the heels of launching a new brand image, Braintree needed to establish broad-reach general awareness, and begin establishing a unique brand personality.
An initial 12-month launch phase television campaign ran with the aim of capturing attention and introducing the new contemporary image of the bank. The goal of this second flight of television spots was focused on delivering a more grounded message promoting the bank’s unparalleled level of personalized service.
To build on the brand awareness and equity established in the first flight of television advertising, these new spots were intended to deliver on the bank’s unique value proposition in a more tangible way. Cost efficiencies were realized by developing two 15-second spots simultaneously, running them as bookends during commercial breaks, and driving traffic to the newly designed website for prospects to learn more.
To build on the consistency established in the first creative execution, these spots were also shot in-branch to showcase the newly designed interior. The extraordinary customer experience that Braintree Cooperative Bank provides was demonstrated through fun, entertaining, light-hearted and slightly over-the-top vignettes of everyday customers being pampered in unexpected ways.
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