CASE STUDY
BRAINTREE COOPERATIVE BANK | Television
BACKGROUND
Braintree Cooperative Bank has served their community and neighboring towns for over 120 years. On the heels of launching a new brand image, Braintree needed to establish broad-reach general awareness. The bank also needed to boost awareness of their commercial products and services.
CHALLENGE
The challenge was to develop a television campaign that would first support the new contemporary image of the bank, create recall with prospects and introduce their new image to current customers. Secondarily, the campaign would need to educate prospects on the commercial lending offerings provided by the bank.
STRATEGY
To generate significant awareness of the bank's new brand image and commercial products and services, two distinct television spots were concepted. Since the television spots would reintroduce the bank to the public it was important to have a heavy media rotation. Cost efficiencies were found in developing two 15-second spots, which would bookend commercial breaks.
CREATIVE SOLUTION
Creative for both television spots needed to show the new modern approach of the bank but still pay homage to its long history. The solution included two spots, "Ginger" and "Fred". The over arching theme, "not the same old song and dance", communicated that customers will find much more at Braintree than they expect from their bank. 1950's styled actors danced through the newly renovated main branch of the bank, showing the juxtaposition of the progression from the years past. Both spots focus on the met needs of happy customers, both consumer and commercial.
