CASE STUDY
GEORGETOWN SAVINGS BANK | Banner Ads
BACKGROUND
With strong community roots and a long local history, Georgetown Savings Bank was looking to create a stronger web presence through online banner ads. Given the success of their lending practice, the bank wanted to use the ads to attract new deposits and strengthen their asset base.
CHALLENGE
Georgetown Savings Bank was looking for creative that would be consistent with the current TV and print campaign. Although the message was primarily rate-drive, they did not want to abandon the brand equity they had established through other media.
STRATEGY
Our strategy was to develop very simple and straightforward banner ads that would capture viewer’s attention and deliver the rate-driven message efficiently. Since many rate ads tend to be text-heavy, we wanted to stand out from the crowd with a very clean, uncluttered look.
CREATIVE SOLUTION
We were able to carry over the "smiley face" icon that Georgetown Savings Bank had already adopted for the TV and print campaigns. This provided us with a fun and memorable way of connecting the brand with a compelling deposit rate. The message is persuasive and easily understandable – which is exactly what we the bank was looking for in a banner ad.
