CASE STUDY

GEORGETOWN SAVINGS BANK | Television

BACKGROUND

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.

CHALLENGE

With a 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.

STRATEGY

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.

CREATIVE SOLUTION

Stackpole created two ads that advocate a "smarter" way of saving; i.e. Georgetown Savings Bank. The ads use whimsical visuals — a swear jar and a money tree — in order to convey the central message. Viewers are encouraged to visit a microsite in order to learn more about rates and products, which allows for complete tracking of the campaign.

STACKPOLE & PARTNERS | CONTACT