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.