The Lowell Five Cent Savings Bank is the oldest financial institution in the city of Lowell, Massachusetts and has been a cornerstone of the community for 160 years. The Lowell Five takes pride not only in offering a superior range of financial products but also in providing exceptional customer service and continued support to Lowell and the surrounding communities.
The 2013 Lowell Five radio campaign needed to complement the print campaign, which focused not only on the depth of financial products offered, but also on the importance of local employees making local decisions. This complete message needed to be captured in :30 and :15 audio spots.
While the print campaign used employees to promote specific products, the radio ads’ broader statement focused on The Lowell Five being locally governed and managed. This necessitated the use of President, Dave Wallace, and Chairman and CEO, Bob Caruso, to deliver the business message.
Rather than focus on specific products in the :30 and :15 spots, Dave and Bob promoted The Lowell Five’s overall extensive product lineup and the in-depth knowledge of the commercial lending team. The retail spots, using voice-over talent, were more product-driven than the business ads. However, extending over all of the ads was the theme of local expertise and community focus at which The Lowell Five excels.
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