How do you get the attention of business owners?
OBJECTIVE:
Increase commercial banking business.
Banks offer basically the same programs and services for commercial customers. What sets First Federal Bank (FFB) apart is that their commercial relationship managers truly understand the challenges faced by small to midsize business owners and managers.
FFB's competitors were paying lip service to this understanding in their advertising. We needed to demonstrate it in ours.
STRATEGY:
Focus on the prospect instead of the bank.
SOLUTION:
Run an image campaign that shows the business "captain" in a typical situation – working late. The copy salutes all "captains" who "burn the midnight oil" and, in a very understated manner, offers FFB's understanding and support.
The TV spot was supported with print, radio, direct mail, Internet, and POP advertising.
RESULTS:
This unusual creative – it didn't show the typical smiling bankers in suits – proved highly memorable and helped create a very positive image that led to a significant increase in commercial accounts.
