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.
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