CASE STUDY
GEORGETOWN SAVINGS BANK | Television
BACKGROUND
With an eye towards creating a tangible point-of-difference to drive bank choice for new checking accounts, our client took advantage of the heightened sensitivity to the issue of ID theft to customize a unique product offering. Through an exclusive arrangement with LifeLock, Georgetown Savings bundled free Identity Theft Protection with select checking accounts (for the life of the account), creating a one-of-a-kind product offering.
CHALLENGE
The goal of the campaign was twofold. First, we needed to raise the issue of identity theft among the viewing audience, and then let them know that they could get free ID Theft Protection by opening specific checking accounts at GSB. With the media buy consisting of :15 second spot rotation, the message needed to be communicated quickly.
STRATEGY
Knowing that the consequences of being an identity theft victim can be life-changing, we didn't want to bog the spot down with scare tactics, but rather point out the vulnerability to the viewers in a light-hearted and entertaining way.
CREATIVE SOLUTION
By spoofing on the "infomercial", a staple of late-night television, we were able to stand out from competitive bank advertising, while adding levity to an otherwise grave topic. Viewers were driven to a micro site where they could learn more about identity theft, the associated products and open an account completely online.
