Although Georgetown Savings Bank had a strong local presence in their hometown, the bank was looking to increase brand awareness and expand their client base geographically through a new television campaign.
While the primary goal of the campaign was to increase awareness in new markets, Georgetown Savings Bank also wanted to incorporate some product-specific messaging in the new spots. The challenge was in satisfying both requirements in a 15-second spot with a limited budget.
Given the primary goal of increasing brand awareness, Stackpole recommended developing humorous creative that would be memorable and stand apart from the crowd. Product-specific messaging could also be included as a secondary on-screen element.
Stackpole created two ads that advocate a “smarter” way of saving; i.e. Georgetown Savings Bank. The ads use whimsical visuals — a swear jar and a money tree — in order to convey the central message. Viewers are encouraged to visit a microsite in order to learn more about rates and products, which allows for complete tracking of the campaign.
Learn how our team of strategists and storytellers collaborate to connect customers with your brand across all channels.