Bancography | Branch Planning, Marketing Research, Brand Strategy, Products & Profitabilty

Creative Showcase: Sex Appeal, PURLs and Houseplants

This large portfolio of financial marketing initiatives covers 19 projects from banks and credit unions around the world, including 32 illustrations, 9 videos and a few online advertising examples.

Rabo Plus – Sex Appeal

World-renowned ad agency Ogilvy came up with this racy spot for RaboPlus (now RaboDirect) and their 8% term deposit back in 2007. The Australian Advertising Standards Authority rejected a complaint accusing the bank of using sex in a gratuitous manner. Australian law prohibits advertisers from portraying people in such a way as to use sex appeal simply to draw attention to an unrelated product.


RABOPLUS – MY NUMBERS CHANGED

Ummm, what does a gorgeous woman getting dressed have to do with an 8% term deposit?

Pacific Service Credit Union – Postcard PURLs

This postcard campaign utilized PURLs (Personalized URLs) — custom, personalized websites unique to each addressee, such as www.SarahCeccin.goPSCU.com as shown in the example. The design style is decidedly unstuffy.


PACIFIC SERVICE CREDIT UNION – PURLS
The credit union offered a $50 iTunes gift card with new checking accounts.

Umpqua Bank – Welcome Gift

To promote the grand opening of its latest branch, Umpqua Bank sent a street team out to deliver small plants to people’s doorsteps. The lead message on the note: “It’s not every day that you get something nice from a bank.” This was accompanied by an invitation to the branch “to say hello, pickup a free bag of Umpqua Blend coffee and bank like you live.”

UMPQUA BANK – WELCOME GIFT

The houseplant delivered to houses announcing Umpqua’s newest location. The little round card stuck in dirt includes a map to the branch. The plastic plant marker includes the contact info of the business where the plant was purchased.

Kiosk & Display | Digital Merchandising for Financial Institutions

FirstBank – Kiddy Treadmill

TDA Advertising & Design came up with this clever airport ad. A round, plexiglass poster with the headline, “Tire your kids out so they sleep on the plane,” rotates 360°. Kid-sized handprints appear three-and-a-half feet above the floor. Above them, the instructions, “Have children place hand here.” The signboard makes one revolution every 30 seconds. The advertising is intended to “amuse and befriend” traveling parents, the agency said. It’s a great example of how consideration should always be made for the media and context in which an ad run.

1STBANK – AIRPORT KIDDY TREADMILL

Eaton Family Credit Union – Credit Unions by the Numbers

Credit unions bicker all the time about what a national campaign might look like in their industry. It’s a red herring. This simple video captures much of what credit unions could be communicating in a collective, cohesive, coordinated nationwide campaign, and does so in a mere 51 seconds. The data presented here is much more compelling and relevant to consumers than the oft-recited touchy-feely themes preached by the movement’s more devout clerics. This is what you call “bottom-line marketing.”


EATON CREDIT UNION – CREDIT UNIONS BY THE NUMBERS

Eaton Family didn’t make this video, but it sure makes an effective, logical case to join a credit union — any credit union. Would it be better with a different soundtrack?

People’s Trust Credit Union – Flash Annual Report

The credit union made an online, interactive, animated cartoon of its 2009 annual report. More people would read annual reports if they were like this (i.e., less dull). For dry financial data, this Flash-based presentation is about as fun as it gets…that is, without undermining the institution’s message or sense of professionalism.

PEOPLE’S TRUST – FLASH ANNUAL REPORT

Key members of the credit union’s senior leadership have been turned into cartoon characters in this interactive annual report. There’s also a cool bonus feature: The website and all of its animations are fully scalable.

Commonwealth Bank – We Return Phone Calls

The Australian banking giant adopted a distinctive story-telling concept along with a new style of black-and-white imagery earlier in 2010. In its latest TV spots, the bank promises to call its customers back (which has some Aussies rolling their eyes with a sour “whoopty doo”), and then takes a stab at humor with a talking dog. It seems like Commonwealth has yet to strike the right chord in its relationship with an American ad agency. Via: The Saatchi Daily Banking Blog.


COMMONWEALTH BANK – CALL YOU BACK

One blogger asks, “Is this what it’s come to? Have banks gotten so arrogant in their lack of service that just returning a phone call when promised is something that separates you as different?”

Getty Images | Content Marketing

La Capitol – New Brand Look

Third Degree Advertising developed this new brand identity for La Capitol FCU (pronounced “lah CAP-ah-tul”) in Louisiana, using the tagline “Together We Thrive” (which, coincidentally, is the same slogan recently chosen by another credit union). The new look is comfortingly traditional. The website doesn’t look like it’s got its makeover yet though.



LA CAPITOL – NEW BRAND IDENTITY


LA CAPITOL – BRAND VIDEO
Third Degree created this brand video, and a condensed it into a :30 version for TV.

Umpqua Bank – Sale

Umpqua Bank, perhaps the most retail savvy financial institution in North America, has been pushing its summer sale hard in an aggressive online media campaign. Banner ads appear on nearly every major news and finance website when viewed by people within its geographical region. Keep your eyes on this Oregon-based bank; they are always one to watch.

UMPQUA BANK – SALE

When was the last time your financial institution had a sale? What’s the sale for? Who cares? Consumers will click on anything if they think they’ll get a bargain.

Chase – Picture Perfect Wedding

Chase exploits the stereotypical, white, suburban “dream wedding” in this Flash-based ad for overnight checks. Using only still images, the ad tells the “story” of a daughter who phones her parents because she’s found the perfect place to get married. Only one hitch: she needs a check tomorrow.

Because there isn’t any dialogue, you have to read a script delivered in subtitles. “Mom, it’s perfect, but if they don’t have a deposit by tomorrow, we’ll lose it!” Ack! What to do??? Dad suggests using the overnight check service that Chase offers. That’s what he did when he spaced the mortgage payment last month… The execution feels dated, like a full-color anachronism from the 1950s. “Gee pops, ain’t everything just swell?” “Sure is junior. Now let’s go see Mr. Jenkins about helping him paint his house.”


CHASE – PICTURE PERFECT WEDDING

A soothing guitar melody loops for a full almost two minutes while you watch a filmstrip-style slideshow of a “typical American family” arranging the picture-perfect wedding. If you think it’s a little cheesy, you’re not alone.

BNP Paribas – People know BNP Paribas

BNP Paribas used this series of outdoor posters when it launched its first large-scale advertising campaign in the U.S., starting in the New York metropolitan area. The ads were placed in Times Square and in Grand Central Station on newsstands, bus shelters and phone kiosks. They also appeared in trains and railway stops in upstate New York and Connecticut.

BNP PARIBAS – PEOPLE KNOW BNP PARIBAS

These transit ads are supposed to generate awareness, but are they any more effective than simply running the bank’s logo with a giant “hi” for a headline?

CommonWealth Central Credit Union – Giant Deal

The typography for this baseball-themed campaign is beautiful. The credit union’s tie-in with the San Jose Giants helped generate over $5 million in auto loans back in 2009. The promo won an award from the Marketing Association of Credit Unions.

COMMONWEALTH CENTRAL CREDIT UNION – GIANT DEAL

BofA – Superlative Baseball

Watch this 30-second spot touting BofA’s sponsorship deal with Major League Baseball and you’ll swear America’s national pastime is better than Mother Teresa, Ghandi and the cure for cancer. It’s sappy, maybe even pandering.


BofA – BASEBALL

The script reads, “For well over a century now, baseball has been helping bond parents and children, unite communities, close generation gaps, overcome language barriers, seal friendships, patch up differences, instill civic pride. Bank of America is a proud sponsor of our national pastime, and the opportunities it provides to bring us all closer together.”

Citi – Outdoor & Transit Ads for Rewards Points

A collection of outdoor and transit advertising for Citi’s “Rewards Points” credit cards.

CITI – REWARDS OUTDOOR & TRANSIT ADS

CITI – REWARDS POINTS MICROSITE

3rd Federal – Beer Scene Testimonial

You’d think a financial marketer — thirsty for fun and creativity — would be able to do more with “beer” as a concept. Testimonials are always nice, but this execution is drab and unimaginative. What’s working in the ad? The name, the logo, the monster mug of beer, and the tat on a bald dude. What’s not working? Pretty much everything else, particularly the haphazard layout, awful typesetting and hackneyed message.

3RD FEDERAL – BEER SCENE TESTIMONIAL
If the bank was a person, you probably wouldn’t be interested in chewing the fat over a brew.

InTouch Credit Union – Women Testimonials

In a new round of: 30 TV spots developed to introduce the general public to InTouch Credit Union, members and employees do the speaking. The new spots let members share their stories about getting small business financing despite a tough economy. Both spots star smart, attractive women who seem to have their lives together. Great casting. Agency: CultureLab.


INTOUCH CREDIT UNION – TESTIMONIALS

If you’re going to go the safe route and run testimonials, this is a much better way to execute them than 3rd Federal did (above).

Velocity Credit Union – Loan Billboards

This series of award-winning outdoor ads suggests the credit union has a loan for just about anything, even plastic surgery.

VELOCITY CREDIT UNION – LOAN BILLBOARDS

Always good to keep billboards simple. There’s a rule of thumb that says you should limit all the words on a billboard to no more than 14. And don’t forget to count your name and slogan. If you have to read it, it counts as a word.

Educators Credit Union – Walk This Way

Sock puppets star in this homemade music video set to Aerosmith’s hit “Walk This Way.” The big question is “Why???” Well, it has something to do with a MacBook giveaway. Aerosmith, socks and a sweepstakes, you ask? Why not…?


EDUCATORS CREDIT UNION – WALK THIS WAY
Surely this can’t be legal, can it? Copyright laws have to be broken somehow here.

Michigan First Credit Union – Parrot Funk

“Does your bank have a dancing parrot?” asks Michigan First in this 30-second video. It may be different, but how relevant is it? What do you think? Cheesy gimmick or a cute way to communicate the credit union’s personality?


MICHIGAN FIRST CREDIT UNION – PARROT FUNK

Watch this parrot bust a few moves (ala Napolean Dynamite) to a techno soundtrack. It’s been viewed 866 times on YouTube. Did it ever air on TV?

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CUNA | Youth Week 2014

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