Beneficial Bank’s Brand Campaign is “Starting Now”
Beneficial Bank in Philadelphia, launched an upbeat branding campaign following the election. The campaign carries the theme “Starting Now.” The campaign includes two TV spots, new brochures, branch posters, print and outdoor ads.
Beneficial has $3.5 billion in assets, 72 branches in the Philadelphia region and 250 employees.
“Fiscal Sanity”
A general spot introducing the brand theme. Not every financial institution posts their TV spots to their website — like Beneficial does — but they should.
“Solar Lending”
In this spot, one of two in the campaign, Beneficial is pushing business loans specifically for solar power.
Four branch posters.
Three billboards.
Three brochures in the new series.
Transit ads — a train wrap.
Full-color brand ad.
The new brand look-and-feel has been integrated into the bank’s website.
Agency: LevLane in Philadelphia.
This article © 2012 by The Financial Brand and may not be reproduced.
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[...] latest installment in Beneficial’s ongoing corporate positioning, “Starting Now,” (introduced last fall soon after the financial meltdown) in which the bank proclaims, “Every day is a chance to do the right thing [...]