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Creative Showcase: Sex Appeal, PURLs and Houseplants
Posted By Editor On August 30, 2010 @ 12:01 am In Creative Showcase | No Comments
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.
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?
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.
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.
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
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?
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.
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?”
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, 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 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 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?
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
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.”
A collection of outdoor and transit advertising for Citi’s “Rewards Points” credit cards.
CITI – REWARDS OUTDOOR & TRANSIT ADS
CITI – REWARDS POINTS MICROSITE
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.
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).
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.
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.
“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?
Article printed from The Financial Brand: Marketing Insights for Banks & Credit Unions: http://thefinancialbrand.com
URL to article: http://thefinancialbrand.com/13173/marketing-portfolio-100830/
URLs in this post:
 this racy spot: http://www.youtube.com/watch?v=Lt1t94qwB1k
 rejected a complaint: http://www.interest.co.nz/news/asa-rejects-complaint-rabobank-ad-features-gratuitous-use-sex-appeal
 postcard campaign: http://www.adeaseonline.com/our-work/direct-mail/21-direct-mail--our-work--adease-advertising-marketing-and-public-relations/21-pacific-service-credit-union.html
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/pacific_service_credit_union_purl_postcards.jpg
 sent a street team out to deliver small plants: http://miinsider.wordpress.com/2010/07/21/umpqua-bank-promotes-new-alberta-neighborhood-store-in-portland/
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/umpqua_bank_welcome_plant.jpg
 TDA Advertising & Design: http://www.tdaadvertising.com/
 “amuse and befriend”: http://www.thedenveregotist.com/news/local/2010/july/23/your-friendly-neighborhood-bank-has-got-your-back-airport-too
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/firstbank_rotating_airport_display.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/firstbank_airport_kiddy_treadmill.jpg
 This simple video captures: http://www.youtube.com/watch?v=DvpXzXzhHtw
 an online, interactive, animated cartoon: https://www.peoplestrustfcu.org/flash/09%20annual%20report-web/crazyworld3.swf
 promises to call its customers back: http://www.youtube.com/watch?v=Fl2LQybo_qc
 a talking dog.: http://www.youtube.com/watch?v=NdRSimvvzaQ
 The Saatchi Daily Banking Blog.: http://saatchibankingdaily.co.nz/commonwealth-banks-new-tv/
 One blogger asks,: http://www.thedesmoinesegotist.com/news/national/2010/july/22/bank-advertising-has-completely-hit-bottom
 Third Degree Advertising: http://www.thirddegreeadv.com/
 this new brand identity: http://thirddegreecreative.blogspot.com/2010/06/la-caps-new-look.html
 another credit union: http://www.webermarketing.com/images/coast360_design_large.jpg
 The website: http://www.lacapfcu.org/
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/la_capitol_new_look_announcement.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/la_capitol_more_brochure_detail.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/la_capitol_vellum_envelope.jpg
 this brand video,: http://www.youtube.com/watch?v=waEXaQbuPkg
 this Flash-based ad: https://www.chase.com/index.jsp?pg_name=ccpmapp/shared/marketing/page/Chase_ONC_Flash_Page
 this series of outdoor posters: http://www.bnpparibas.com/en/showing/default.asp?code=NAID-862MHL&Key=USA%20Campaign
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/bnp_paribas_nyc_trees.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/bnp_paribas_tennis.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/bnp_paribas_silicon_valley.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/bnp_paribas_information_technology_industry.jpg
 this baseball-themed campaign: http://web.me.com/slo_dave/The_Credit_Union_Marketer/Blog/Entries/2010/7/30_Who_Are_U.html
 this 30-second spot: http://vimeo.com/13452414
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/citi_thankyou_points_weekend_transit_poster.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/citi_thankyou_points_coffee_poster.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/citi_thankyou_points_billboard.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/citi_thankyou_points_outdoor_anything.jpg
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/citi_thankyou_points_hope_transit_poster.jpg
 Image: http://stories.citi.com
 Image: http://thefinancialbrand.com/wp-content/uploads/2010/08/3rd_federal_beerscene_ad.jpg
 a new round of: 30 TV spots: http://www.prweb.com/releases/2010/08/prweb4342564.htm
 CultureLab.: http://www.culturelabcreative.com/
 this homemade music video: http://vimeo.com/13743114
 a MacBook giveaway.: https://www.ecu.com/socks
 this 30-second video.: http://www.youtube.com/watch?v=Wx2dtsD9UW0
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