Big bank power, small town spirit inspires new customers.
Stuck between national banks with huge budgets and local banks with strong community ties, Eastern Bank was struggling in the Massachusetts banking market. Enter True Blue, a campaign positioning Eastern as the small town bank with a big bank suite of services.
AMP knew from experience that customers don't switch banks often. So to keep Eastern top of mind, the campaign had to be "loud". And because the target actively consumed a variety of media, AMP developed a multi-channel plan to expand reach and make some noise.
True Blue kicked off loudly with a Super Bowl ad. Although it was a regional buy, it gave Eastern instant credibility as a "big" bank. Custom TV promotions with shows like Jeopardy broadened reach further, while branch openings, in-branch promotions, a radio promotion and other local events drove new accounts and boosted Eastern's image as a community bank.
The Super Bowl ad garnered 3.5 million impressions and great PR. In total, the campaign brought in 2,100 new accounts and contact information from another 8,000 consumers.