CASE STUDY

ANDOVER BANK | Retail Checking Campaign

Andover Bank Retail Checking Campaign

BACKGROUND

Like many regional banks in New England, Andover Bank-a mid-sized bank with branches in Massachusetts and New Hampshire and assets totaling $1.8 billion-wanted to grow their customer base by taking advantage of the fallout from the "merger-mania" of the mid to late 90s.

CHALLENGE

The challenge was to differentiate from an intensely competitive field, with many large and small regional banks working hard to attract the same customers.

STRATEGY

Focus on new checking accounts as the entrée to new bank customers. Market research combined with former banking and finance experience helped us to uncover the key audience motivators-ease of changing banks, low/no fees, accessibility and customer service.

CREATIVE SOLUTION

We developed an ad campaign that addressed each of the critical audience motivators and designed a features bar that was standard to all so that the key account features were reinforced in every ad. Additionally, we kept the tone of the creative light and entertaining to depart from the obvious "anti-big bank" messages that were dominating much of the advertising from competitive banks.