What is “unbanking?” It’s a marketing term created by various credit unions (and perhaps some banks) for use in ads, brochures and other creative materials. Some use “unbanking” as a conceptual platform and wrap all their brand messages around it, while others use it to make a singular, standalone statement, perhaps just in a tagline.

“Unbanking” isn’t necessarily the opposite of “banking.” It’s a philosophical rejection of those (frustrating) things that often plague consumers’ banking experiences. In this day and age, when bankers are reviled more than big tobacco lawyers, it’s easy to understand why a financial institution would want to distance itself from the nasty taint of big banks. Many banks and credit unions looking to keep Wall Street at arm’s length simply go negative and bash the snot out of competitors. The message behind most anti-big bank campaigns isn’t more complex than “We don’t have a jet.” So what?

But “unbanking” creates this same kind of separation and engenders the exact same sentiment in a much more engaging, evocative and positive way. “Unbanking” lets a financial institution say “We’re not like big banks” without having to dwell purely on banking’s ugliness. And heck, let’s admit it…it’s just more fun than dragging the other guy down.

So join The Financial Brand, take a look at how a few credit unions using the concept of “unbanking” in their marketing.

Harborstone Credit Union

Harborstone is one of the oldest retail financial institutions to use “unbanking” in its marketing, and quite possibly the first. The credit union first introduced the word back in 1993, then received an official USPTO trademark for “The Unbank” in 1994. If they wanted to, they could probably create a mountain of legal problems for any other financial institution who may be tempted to use “unbanking.” It appears, however, that as long as no one treads on their turf, Harborstone seems content to share its trademark with others.

The credit union still actively uses “unbanking” today. Its slogan, “Choose the Unbank,” is central to a current ad campaign, and they even have a microsite: choosetheunbank.com.

Northwest Georgia FCU

This credit union uses “Un-banking, Unbelievable” as a tagline that anchors all its marketing materials. But they didn’t stop there. Their entire creative platform is built around “un,” Headlines incorporate just about every “un” word under the sun: “Undeniable,” “Unmistakable,” “Understatement,” “Unexpected,” “Unshaken,” “Unsung,” “Unreal,” “Understood,” “Unafraid.” The ad agency, Third Degree Advertising, describes the work as “un-corporate, un-stuffy, and a little bit unexpected.”

NORTHWEST GEORGIA CREDIT UNION – UNBANKING. UNBELIEVABLE.

“From hard hat wearers to do-it-all homemakers. To say you work hard is an Understatement. So why are you playing games with a financial institution that doesn’t work as hard for you? Get Unstuck with a not-for-profit credit union that helps folks and families like yours to hang on what you’ve already hard-earned. Unbank with Northwest Georgia Credit Union. Where the difference is unmistakable. Northwest Georgia Credit Union. Unbanking. Unbelievable.”

Connex Credit Union

This is another credit union that takes its unbanking seriously. They have an unbanking microsite (www.unbanknow.org), a toll-free unbank “emergency hotline,” and their slogan is “Unbank with us.” They have unbanking ads promoting Unbank Checking, call themselves “the unbank,” and have various unbanking messages splattered throughout their primary website. They even set out to recruit a Gen-Y summer intern with the lofty title “VP of Unbanking.” Note the use of a bloated, slab-face “U” as a graphic design element in some pieces.

Fed Choice Credit Union

The first section in this credit union’s “About Us” page is a section titled “The Un-Bank,” where they define their unsurpassed experience, uncommon benefits, unbelievable convenience and unbeatable service. Fed Choice is also using the “un” concept in ads.

People’s Trust FCU

“Happy Un-banking” is the slogan this credit union uses to deliver marketing messages with a little levity. They have a design style and overall copy tone that appropriately matches their tagline.

Fort Financial FCU

Fort Financial uses the tagline, “Unbank Your Life.” The credit union decided to secure an official USPTO trademark on the slogan in October 2009. Except for tacking the tagline onto marketing materials, it doesn’t appear that they explore unbanking and what it means in any great depths.

SkyOne FCU

There isn’t much material from SkyOne available freely on the web, but the credit union is clearly taking the “unbank” message to the market. Using the tagline “Unbank Yourself,” SkyOne runs with the “un” theme in headlines, although they’ve added a twist. Instead of using the predictable “un” words, they’ve opted to coin some new and rather creative verbs. SkyOne’s loan offers invite consumers to “unhide the fees,” “unmuddle the terms,” “unlimit your rewards,” “unaccept excessive penalties,” “unhike the loan rates,” “unwaste your time,” “unpeddle the pricey extras,” “uninvolved the middleman,” “unraise your payments.” It’s a fresh angle and good copy.

Federal Savings

At one point in time, a company called Federal Savings used “The Unbank” as its slogan. Apparently they were indeed an “unbank”… they were fraudsters offering CDs with a bazillion-percent APY.

The Unbank Company

This Minnesota-based check-cashing store has been in business since 1984. You’ll notice in the photo below that it is right next door to its sister company, “The Unloan” store. It’s shocking that Harborstone Credit Union, who holds a USPTO registration for “The Unbank” would let this slide.

unbank.com

The much-coveted URL unbank.com belongs to a bank who couldn’t care less about the whole “unbanking” thing. University National Bank in Kansas has owned the savory domain since 1996. Some people might confuse this with the “U.N. Bank,” which doesn’t exist – the United Nations calls it the World Bank. There is, however, a U.N. credit union (unfcu.org).

TruMark Financial Credit Union makes it very clear what the people of Pennsylvania shouldn’t expect from the $1.2 billion financial institution: No credit card tricks. No frustration. No excuses. No hidden fees. No bailouts. No surprises. No hassles. No double talk. No greed.

In a series of three television commercials, TruMark dishes a sardonic (if not snide) dig at big banks. The campaign’s premise hinges on an obvious-yet-unspoken question: “Why fork over your money to bankers so they can splurge on a luxurious lifestyle?” You can view the three spots at the credit union’s website.

In preparation for the campaign, TruMark surveyed some 1,000+ households and found that 40% were “very concerned” about big bank executives receiving excessive compensation.

Reality Check: TruMark doesn’t reveal its executive compensation structure.

High-caliber copy coupled with professional production qualities make for some very attractive spots that are likely to be very effective at generating name awareness for TruMark.

The three TV spots are part of a wider campaign, concentrated in a nine week, multimedia schedule across Southeastern Pennsylvania. Billboards are slated to run for six months.

Going negative. Attack ads. Call them what you want, financial marketers like TruMark are increasingly practicing the dark art of bashing the competition, a strategy originally pioneered and popularized by American political campaigns. The crux of the argument assumes that people will choose you as long as they hate the competition more. Translation: Make the other guy look like a schmuck. You don’t even have to be the least schmucky option; you merely have to be less schmucky than a few.

TruMark has a cheery take on what it sees as the commercials’ central theme. “While each spot is unique, the underlying message is the same,” the credit union explains in a press statement. “TruMark Financial is focused on its members.”

“TruMark Financial’s public awareness campaign is designed to reinforce the benefits of switching to TruMark Financial,” the credit union continues.

Reality Check: It’s hard to deliver a positive message about yourself while you’re beating the crap out of your competitors.

Key Questions: What happened to advertisers who touted their own features and benefits instead of the faults and shortcomings of their competitors? Is advertising today about convincing consumers that you aren’t as smarmy as the other guy? These days, does better and different = “suck less?”

“Married to ‘Morgan’”

You made it the best day of her life.
Saw that she was pampered every day.
Gave her somewhere nice to spend her afternoons.
Even bought her a beach house in St. Martin.
Too bad she’s not your wife.
She’s your big bank CEO’s wife.
Make your money work for you.
No credit card tricks. No frustration. No excuses.
It’s about you, your family, your trust.
TruMark Financial. Your trust matters.

“Raising ‘Chase’”

You did the best you could for him.
Made sure he was comfortable on long trips.
Gave me a nice place to keep his toys.
You even paid for four years in college…in Europe.
Too bad he’s not your son.
He’s your big bank CEO’s son.
Make your money work for you.
No hidden fees. No bailouts. No surprises.
It’s about you, your family, your trust.
TruMark Financial. Your trust matters.

“Living ‘Wells’”

You bought them a beautiful home.
Made sure she got her very own room.
Gave them a place to spend family time.
And a nice back yard to entertain friends.
Too bad it’s not your life.
It’s your big bank CEO’s life.
Make your money work for you.
No hassles. No double talk. No greed.
It’s about you, your family, your trust.
TruMark Financial. Your trust matters.

In March 2010, Credit Suisse named Capitec as one of the “Great Brands of Tomorrow” — the only brand in Africa on the list. Capitec posted a creative brief on Idea Bounty, a crowdsourcing site for advertising concepts, asking for print and online banner ad ideas that celebrated the honor. The prize for the winning concept? $5,000. The deadline? Seven days.

In less than a week, 600 concepts had been submitted (although Idea Bounty says only about 30 of those were “really outstanding Ideas”). By the end of the month, Capitec had made its selection and had the winning concept running in local papers.

“I’ve always thought the 1970’s agency model still used widely is past its sell-by date, but never considered crowdsourcing as a solution,” Charl Nel, Capitec Bank’s Brand Custodian, confessed to Idea Bounty. “But this method — combined with a strong and experienced marketing team who controls strategy and packages tight briefs — might just be the next big thing in our industry.”

“This takes care of the cost issue and address the issue of in-house agencies getting stale over time,” Nel continued.

IDEA BOUNTY
A website for crowdsourcing creative ideas that has become popular with big brands like BMW, Unilever and Red Bull.

“We realized that creative ideas can come from everywhere and anywhere. A great idea can come from a housewife in Romania, a municipal worker in Lusikisiki and a lawyer in our own legal department,” said Capitec’s Nel in another interview. “The housewife, municipal worker or legal department colleague may not provide consistently good communication ideas, but for a specific brief they might just bring insight to the table that we do not think of in the normal or traditional approach.”

Nel said working with someone else’s idea brings its own set of challenges. “The way you interpret and execute it may differ from what the source had in mind,” Nel observed. “However, if your own creative team understands the brand well, you can work with any idea and implement it successfully. An experienced team can even add to the original idea and make it even more powerful.”

“Inexperienced marketing departments should not use this method, as you need to really understand your brand to be able to leverage the ideas,” she added.

Nel also had advice for others considering crowdsourcing their creative, saying the process wasn’t for the faint-of-heart. “This is an open and transparent process which means you need a thick skin. It all depends on how you handle criticism and the debate that may follow.”

CAPITEC’S WINNING CROWDSOURCED CONCEPT

The winning concept came from copywriter Amod Munga and art director Deon Hug. Even though the creative duo were both based in South Africa, they never met in-person during their Capitec collaboration. “We pulled it together and got the entries in without ever sitting face-to-face,” Munga told The Financial Brand. “The whole collaboration was fully 2.0.”

“There were more ‘left of centre’ approaches that were fun to execute, even though we suspected the bank wouldn’t go for them,” Munga said. “The one that was chosen wove Capitec’s flagship product into the copy and I think they really liked that.”

Chuck and Leroy are back. The two First Tech Credit Union spokesquirrels that originally made their debut in the summer of 2009 have returned in a new trio of TV ads.

In the spots, Chuck, a Western Gray Squirrel and First Tech member, explains to his dumber companion Leroy why it’s better to go to his credit union for financial needs like mortgages on burrows and checking accounts for storing nuts.

FIRST TECH – “CHOCK FULL OF NUTS”
Chuck and Leroy discuss storing their nuts at First Tech Credit Union.

The commercials are zany enough that they are likely to accomplish their main purpose — to attract attention and generate name awareness for First Tech — but it’s unclear how the squirrels fit within the credit union’s broader overall brand.

To support this new wave of ads, First Tech has created what it describes as a “engaging and interactive” microsite, NutsForFirstTech.com, where visitors can explore Chuck’s virtual treehouse. “Guests get an interactive tour of his digs and a peek at squirrel life while discovering how First Tech can help move their financial life forward,” the credit union said in a press release.

The site’s main navigation is built around a blueprint of Chuck’s treehouse, creating a virtual reality interface with 24 different nodes. You can click on Chuck’s letterman jacket for information about membership. Clicking on a shelf stacked with buckets of nuts will inform you that First Tech has budgeting tips.

Links for further information direct visitors back to First Tech’s main corporate website.

First Tech, working with ad agency partner R/West, built a real squirrel-sized treehouse for the microsite and panned a motion-controlled camera around the set to create realistic-looking visual sequences.

SETTING THE STAGE

This miniature treehouse — a make-believe squirrel burrow — was used to film sequences for First Tech’s microsite, NutsForFirstTech.com.

EXPLORING THE TREEHOUSE

There are four rooms with 24 different things you can click on in Chuck’s treehouse. Clicking on the bucket of nuts brings up this message.

“We knew First Tech wanted to highlight the benefits of being a member and what sets them apart from other financial institutions, but in a fun and interactive way,” said Sean Blixseth, president and creative director at R/West. “Nutsforfirsttech.com gives you a close-up view of what it’s like to be a part of the First Tech family.”

The NutsForFirstTech.com microsite dives so deep into the squirrel metaphor that — at first glance — it’s hard to tell the site has anything to do with financial services. There is an offer to get $50 when you switch to First Tech checking, but the offer feels overshadowed by everything else that’s going on. Take a look around for yourself and see if you think the concept works.

Key Questions: What’s next? Will First Tech’s squirrels break through to iconic- or viral status? Or will they jump a shark? And will Chuck and Leroy survive First Tech’s planned merger with fellow technology credit union Addison Avenue? Or will they get squashed on the road to a new joint brand?

First Tech Credit Union has $2.2 billion in assets, 165,000 members and 17 branches in Oregon and Washington.

Women & Co., a financial education resource for women backed by Citi, is celebrating its 10th year with a new campaign that focuses on “women with rising financial influence,” the bank said. The ads highlight the unique lives of real women — actual Women & Co. members.

Citi interviewed over 1,000 affluent women around the U.S. about their financial attitudes and behaviors to help shape its latest Women & Co. campaign, ultimately choosing 33 women to feature in its ads.

“The Women of Women & Co.” campaign includes four print and digital executions.

Citi describes Women & Co. as “a vehicle for insightful women to build their financial knowledge, bolster their confidence and create financial strategies that will help them achieve their goals. Through access to education, resources, and a community of financially minded women, Women & Co. is the place where wisdom, wealth and women meet.”

Citi says women are creating and controlling more money than ever before. “In the wake of the recession, women are on the verge of outnumbering men in the workforce for the first time in history,” the bank said in a press release. “In today’s she-conomy, that means more women are not only driving purchasing decisions, but also are increasingly controlling the financial decisions in their household.”

Runs

Runs after 3 kids.
Runs a yoga studio.
Runs the finances for her family.
Runs back home to help out her parents.
Runs a marathon from time to time.
Runs what seems like a marathon every day.
Runs it all by her financial advisor, just to be sure.
——————–
Financial information and support for women who run the world they live in.

Learning

Learning to be prepared for anything.
Learning to stop worrying about the future.
Learning to trust her investing instincts.
Learning that experiences are more important than possessions.
Learning that there’s always more to learn.
Learning financial health is important for her wellbeing.
——————–
Life makes women wiser.
The Woman & Co. community helps make them stronger.

She’s

She’s managed two political campaigns.
She’s launching her own business.
She’s always got a “Plan B.”
She’s newly remarried with new financial goals.
She’s a widow writing a memoir.
She’s the CFO of her family, and manages every cent.
——————–
The financial realities of a woman’s life are unique.
Women & Co. helps her be prepared for anything.

Balancing

Balancing her dreams and realities.
Balancing ever-changing priorities.
Balancing the hope to retire with the fear of slowing down.
Balancing her family with her ambitions.
Balancing yesterday with today and tomorrow.
Balancing her checkbook, her assets, her time, her job.
——————–
Life makes financial demands.
Women & Co. makes financial sense.

Ally Bank has added two more TV spots to its wildly popular ad campaign that subjects unsuspecting kids to the evil whims of a fictional-yet-no-less-diabolical market researcher. The latest spots add a bit of a twist, where the smarmy corporate jerk steals the scenes instead of the unscripted reactions of children who feel cheated.

The Ally’s campaign, which mocks the tricks, policies and asterisks of rival bankers, has been running since May 2009 when the bank rose from the ashes of GMAC Financial.

In the first of two additional spots, the evil market researcher taunts a little girl with a miniature replica of himself. He tugs the doll’s string, triggering an “interactive voice response” system (a.k.a. IVR to bankers or “phone tree from hell” to consumers).

“Say 1 for broccoli. Say 2 for toys,” the mini-market research doll says.

The little girl, quite naturally, says “toys” instead of “two” as the doll demands.

“The system can’t process your response at this time,” the doll responds. “Please call back between 8 and 5 Central Standard Time… Goodbye.”

Ally Bank – “Automated”
“Even kids know its wrong to give people the run around. At Ally Bank, you never have to deal with an endless automated system. You can talk to a real person 24/7. It’s just the right thing to do.”

In the second spot, a boy collects chocolate, foil-wrapped eggs hidden around the room. The dirty, rotten, sneaky researcher tries to steal and eat each egg as the boy puts them in the basket.

“You took my eggs,” the boy accuses.

“Egg management fee,” the jerk mumbles through a mouth filled with chocolate eggs.

Ally Bank – “Eggs”
“Even kids know it’s wrong to take other people’s stuff. That’s why at Ally Bank, we don’t eat away at your savings with fees.”

“The nice thing about kids is they’re honest. They tell it like it is.”
– Sanjay Gupta, CMO/Ally

Reality Check: Even if it irks you that Ally Bank isn’t entirely forthright about its bailout resurrection, you have to admit Ally’s ads really strike a chord with consumers. Secretly, you’re probably irritated that your bank or credit union didn’t take this approach.

MyBankTracker.com reports that Ally Bank was awarded the top position as the best online bank website. Data also indicates that 86.5% of Ally customers are “satisfied” or “extremely satisfied,” which aligns with MyBankTracker.com’s own data showing customers give the bank a 4.5 star rating.

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– – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – – –

People love Ally Bank ads, bankers hate them

“You didn’t say I could have a real one.”
“Well you didn’t ask.”

“But it’s a piece of junk…I want the red truck!”

These punchlines to popular Ally Bank commercials are like fingernails on a chalkboard for some bankers.

“It’s irritating for the community banking industry to see someone who has failed in their business dealings now turning around and saying they are so smart,” Paul Merski, chief economist at the Independent Community Bankers of America, told Bloomberg.

“The hypocrisy of Ally Bank’s ad campaign is dramatic given the company’s true history and the exceptional governmental assistance given to its parent company,” added Christopher Nunn, CFO/Security Bancorp of Tennessee.

After enduring hours of Ally ads while holed up during Snowmaggedon, Kevin Lynch, a 20-year banking veteran, had finally had enough. He turned to his blog for catharsis. “I felt it was time to get something off my chest,” he said. “I am really put off by Ally Bank commercials.”

“For those of us out here in the ‘real world’ of financial services, who didn’t get TARP funds, don’t have the luxury of a new start, and struggle with a myriad of confusing regulations, give us a break,” Lynch wrote on his blog. “We really are trying to do the right things for our customers.”

Bankers may have a bone to pick (perhaps even a big- and even legitimate bone), but that means nothing to consumers who can’t seem to get enough of Ally’s campaign.

Take a look at this sampling of comments on Ally TV commercials uploaded to The Financial Brand’s YouTube account:

• “These ads are really clever. Nice work by Ally.” – alexbulluk
• “This series of ads are masterpiece!! They create a buzz, and that’s what it’s all about.” – joe1977poland
• “I can’t make up my mind which I like better.” – tunenut122
• “I love these commercials…the kids, their faces and the jerk.” – leashlee
• “I run to the TV set every time these commercials play.” – charrua007
• “This commercial never gets old.” – Ac3bo0gie914

The praise keeps pouring in. “Pure gold.” “Precious.” “Priceless.”

“The shifty executive on the Ally Bank commercials is awesome,” wrote Robert Coffman on Twitter. “Whoever thought him up has struck advertising gold.”

Ally’s previous four TV spots have been viewed nearly one million times on YouTube. It’s quite an impressive accomplishment when you remember that people don’t often hop online specifically to watch TV commercials.

• Truck – 359,421 views
• Pony – 329,283 views
• Bike – 156,445 views
• Hide – 81,762 views

The Ally Bank ads are the work of Bartle Bogle Hegarty’s New York office.

“People can now accept
more complex brands with
multiple, distinct narratives
highlighting various aspects
of the brand.”
– The Martin Agency,
about its GEICO ads

GEICO uses more branded characters at one time than probably any other company in the history of marketing. Turn on the TV tonight and you could see an ad starring their Gecko, Cavemen, or the googly-eyed pile of Kash. Or all three.

Presently GEICO has no fewer than six — count ‘em…SIX! — different ad campaigns running, each with their own unique tone, style, flavor and message.

Ask any brand-builder in the world, and they’ll tell you that using a seemingly disjointed and eclectic lineup of ads is the wrong way to create a cohesive, focused brand image. Consistency, they all say, is the key to shaping people’s perceptions and getting your messages to stick.

GEICO (pronounced “GUY-co,” and short for Government Employees Insurance Company) doesn’t just ignore these widely-accepted branding “rules.” They do everything possible to break them.

1 – The Gecko

The gecko first appeared in 1999 during a Screen Actors Guild strike that prevented the use of live actors. In the gecko’s first TV debut, he pleads for people confusing “gecko” with “GEICO” to stop phoning him. The gecko speaks with an English (Cockney) accent. Why? Because it would be unexpected, according to GEICO’s ad shop, the Martin Agency.

Message: “15 minutes could save you 15% or more on your car insurance.”

“Trust Me”

2 – Cavemen

These metrosexual cavemen have somehow eluded extinction while developing a taste for racquet sports, plasma TVs, and “duck with mango salsa.” They are insulted by GEICO’s ad tagline, “So easy, a caveman can do it.”

GEICO and its ad agency tried to capitalize on the success of their Cavemen with a TV series in the fall of 2007. The move made GEICO the first advertiser in recent history to turn a fictional company spokescharacter into the star of a primetime TV show. But the show received overwhelmingly negative critical reaction, and was canceled after only six episodes. It’s a clear case of “jumping the shark.”

Message: “So easy, a caveman can do it.”

“Caveman Montage”

3 – Kash

Starting in 2008, GEICO has aired a series of TV ads featuring two paper-banded stacks of U.S. bills with a pair of big, buggy eyes on top. Kash, who never says anything, just sits and stares at people (it’s intentionally creepy), set to an obnoxious remix of a Rockwell/Michael Jackson song, “Somebody’s Watching Me.”

Message: “This [stack of cash] is the money you could be saving on your car insurance.”

“On a Date with Kash”

4 – Rhetorical Questions

An actor asks the familiar question, “Could switching to Geico save you 15% or more on car insurance?” He then follows up with a rhetorical question: “Does Charlie Daniels play a mean fiddle?” or “Did The Waltons take way too long to say goodnight?”

Message: “15 minutes could save you 15% or more.”

“Does Elmer Fudd have trouble with the letter R?”

5 – Talking Objects

Objects causing damage to people’s cars — a pothole, a fire hydrant and the fender of another car — stumble through feeble apologies.

Message: “Accidents are bad. But GEICO’s good, with emergency road service.”

“Southern Pothole”

6 – Motorcycles & Toys

GEICO’s division for motorcycles, RVs and other toys has an entirely different campaign. These ads occasionally feature cameo appearances of the Gecko and Cavemen, but not usually. Most of them are markedly less creative than any of GEICO’s other spots.

Message: “You could save with GEICO motor cycle insurance.”

“Florida Sunset”

But wait… There’s more!

There’s a multitude of different spots GIECO rolls out every year, and no two campaigns are ever the same.

In 2003, Geico debuted a campaign called “Good News,” featuring ads where one character would break bad news to another, ending with the tagline: “I’ve got good news! I just saved a bunch of money on my car insurance by switching to GEICO.”

In another spot circa 2008, a squirrel causes a car to swerve and crash. The squirrel fist bumps and high-fives another squirrel. The message: “Accidents can happen anytime. That’s why GEICO’s here 24 hours a day, every day.”

Little Richard, Joan Rivers, Peter Frampton, Don LaFontaine, and James Lipton are among the notable celebrities who spoofed themselves in yet another series GEICO spots.

“Don LaFontaine – That Movie Announcer Guy”

The agency’s rationale

The Martin Agency has given different assignments to multiple creative teams, along with instructions “to tell multiple, distinct narratives that highlight various aspects of the brand.”

“Once upon a time, an ad was about a company’s unique selling position. But people can now accept more complex brands,” Mike Hughes, The Martin Agency’s president and creative director explains.

“I thought we might be able to build a deeper relationship if we built on multiple fronts,” Hughes told Fast Company.

The Martin Agency believes it has found a better way to do branding, perhaps even a new media strategy altogether. The ad shop has since begun rolling out multipronged strategies for a variety of clients including UPS and Wal-Mart.

Reality Check: This strategy is probably not for you. Most marketers have to spend a ton of money just to make one message stick, much less two (or more!). GEICO spends in the neighborhood of $500 million.

What do you think

How do you feel about the mish-mash of ad campaigns GEICO uses to build its brand? Please take the poll below. You can check all answers that apply. Also, feel free to leave your thoughts and questions in a comment.

Key Questions: Before you take the poll, ask yourself how many of GEICO’s brand messages can you recall? Do you know “it’s so easy, a caveman can do it?” Do you know “you can save 15% or more on your car insurance?” How many GEICO commercials can you recall?

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When Ally Bank was borne from the ashes of GMAC earlier this year, the bank’s CMO told us that “talking straight” is one of the three principles at the heart of the Ally brand. Well then, in light of Ally’s recent $3.8 billion infusion from the U.S. Treasury, here’s the ad they should run…but probably won’t. (Please note: This ad was created by The Financial Brand for instructive and illustrative purposes only.)

Source: ProPublica “Bailout Recipients”

Bank of America is shifting its ad focus from brand to products in a $40 million ad campaign for Q4. The campaign uses straightforward demonstrations to show how simple banking is at BofA, featuring flagship products like Keep the Change, Add It Up and Power Rewards. The overall take-away BofA hopes consumers come away with: “Bank of America helps me get control and spend wisely during this holiday season.”

The campaign is built on three assumptions about consumers:

• People want help getting control of their finances.
• People are saving more and want to continue doing so.
• People are looking for ways to save when they spend.

Key Question: Are people really looking for ways to “save when they spend?” Isn’t that an oxymoron?

BofA created a table outlining how they see their key campaign takeaways aligning with consumers’ needs:

BofA’s stated objectives for the campaign include:

• Demonstrate solutions that help customers spend wisely and get control of their finances.
• Increase and maintain the BofA’s “share of media voice.”
• Continue to rebuild trust and confidence among consumers.

The campaign’s product focus is a big shift away from the brand ads BofA has been running for the last few years. Perhaps the bank is feeling pressure on its bottom line and is choosing a more retail-oriented approach in lieu of what the bank refers to as the “broad value propositions and storylines” of past creative.

The campaign, which was developed by BofA’s primary ad agency BBDO NY, includes a mix of TV, online and point-of-sale MERCHANDISING. The digital experts at Organic were also called in to provide support. It is scheduled to run through January 2010.

TV Commercials

The campaign’s showpiece is a series of six 15-second TV spots:

• Chuck shows us how easy it is to earn cash back at the pump.
• Charleen shows us how easy it is to earn cash back swiping her card for holiday gifts.
• Mary Ann shows us how easy it is to pay a bill online.
• Joanna shows us how easy it is to check your balance online.
• Melissa shows us how easy mobile banking is.
• Chris shows us how easy it is to make sure his check is deposited in the ATM.

:15 TV – “Gas”
The announcer says, “Chuck’s going to show us how simple it is to earn cash back.” Chuck swipes his BofA Power Rewards Visa credit card at the gas pump. “Talk about simple. Earn cash back on purchases to pay down your credit card or go into savings. With the Power Rewards® Visa credit card. Only from Bank of America.”

The use of 15-second spots is a bit of a departure from BofA’s previous media buys. The bank usually opts for longer spots — sometimes up to a full minute — and doesn’t often have this many spots in rotation. The decision to use 15-second spots could be a consequence of the economy, or it could simply be that BofA felt it didn’t need more than 15 seconds to communicate its “simple” message. After all, if it takes 30 seconds to explain how simple something is, how simple can it be?

Dedicated Subsite

BofA has tagged its ads with a special URL, bankofamerica.com/solutions, that redirects to the bank’s financial education subsite.

The site has six feature sections, articles, a survey, financial tools and one-click buttons for sharing the site on popular social networks like Twitter and Facebook. It’s pretty robust, and worth a look.

Pop Quiz

The subsite has a 10-question quiz to test people’s “money personalities.” Some of the questions are a little strange, but overall the quiz is better than the kind typically produced by a financial institution trying to classify one’s “financial profile.”

Q6. When I get down, a trip to the mall and coming home with something nice for myself is a great pick-me-up:

[ ] Absolutely. Spending money on a little treat always makes me feel great, at least for a while.
[ ] Sometimes, although I might feel a little guilty about splurging.
[ ] Never. The only thing that makes me feel better when I’m down is checking the balance on my retirement fund.

There’s also a 12-question quiz on the basics of credit, with questions like:

Q1. What information can be found on your credit card statement?

[ ] Your payment due date.
[ ] Your APRs for different types of transactions.
[ ] The amount of your available credit.
[ ] All of the above.

In-Branch Merchandising

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1st Bank in Denver wants everyone to know they care about small businesses. To make the point, the bank has bought rotating, backlit displays at waiting areas in Denver’s airport, showcasing business cards from hundreds of business banking customers.

The bank bought four displays total, comprising some 500 different business cards. Cards were submitted by business customers at local branches over a three week period.

The displays are 69” tall x 139.5” around.
They are clear plexiglass over backlit duratrans.

The airport ads are 1st Bank’s latest installment in an ongoing campaign targeting small business customers. The bank ran a series of billboards earlier this year for general services like piano lessons and wedding singers, along with a phone number. Anyone calling the number would be referred to one of the bank’s customers offering the service.

The campaign targets companies of 2–999 employees.

FirstBank is Colorado’s largest locally owned bank, with $8 billion in assets, and additional locations in California and Arizona.

The campaign is by TDA Advertising & Design, Boulder.

An example of the “free ads” 1st Bank ran for its business customers earlier this year.

HSBC has introduced new components supporting its Soapbox promotion, including a microsite, TV spots and an exclusive sponsorship of the New York magazine video section.

The ValuesSoapBox.com (below) publishes people’s comments on education, jobs, technology and bottled water.

The topics aren’t lightning rods that strike people’s hot buttons (like abortion). It would have been interesting to see what people said about a topical issue, like health care, for instance.

Each section has a video introducing some various points of view on the subject. You can read what other people have said, or leave a comment yourself. There’s no more than 50 comments in any one section, and the frequency of comments seems to be waning.

Reality Check: For such a large bank — the world’s largest — running a full-fledged campaign in a city the size of New York, it’s a little surprising to see so little participation.

Soapbox TV Spots

Using footage captured from an event held last month in a New York park, HSBC created a series of commercials where people share a range of opinions on issues like immigration, technology and family.

Three commercials from HSBC produced with footage captured at a live event a few weeks ago. While the topics could be controversial, the bank has clearly taken pains to sanitize the spots of anything too provocative.

“Why does a bank care about what people value?” asks text superimposed on the screen at the end of each spot. The answer: “Understanding people’s values helps us better meet their needs.”

HSBC has been positioning itself as “The World’s Local Bank” for a few years now. The Soapbox campaign is part of what the bank calls “an ongoing initiative to listen to what is important to people today.”

An editorial in the Wall Street Journal criticized the campaign, saying it is essentially a cop-out to share people’s points of view without taking a stand yourself. “There is no way to make ‘values the core of an advertising campaign while remaining neutral about the character of the content,” wrote Eric Felten.

New York Magazine Sponsorship

HSBC bought exclusive sponsorship of New York magazine’s online video section. Twenty videos filmed at the Soapbox event are available for viewing there.

Here’s the latest from Wells Fargo as they continue to rollout marketing that addresses their merger with Wachovia.

What’s interesting about the first two TV spots (“College” and “Dog Rescue”) is that they bear the Wachovia name and logo. There’s no Wells Fargo logo, only a line that says, “A Wells Fargo Company.”

Wells Fargo, it seems, isn’t in any particular rush to phase out the Wachovia brand. Both spots promote Wachovia’s “Way 2 Save” automatic savings program (previous coverage from The Financial Brand here), a popular product that Wells Fargo has elected to retain.

Wells Fargo is also maintaining Wachovia’s Twitter account, rotating in various members of the Wells Fargo Twitter team. With roughly 5,000 followers, that’s probably a good idea for the time being.

Key Question: How long will the Wachovia brand survive? Indefinitely? Why? Who says Wachovia has to go away at all?

COLLEGE
Parents send their kids off to college with
Wachovia’s “Way 2 Save” program.

DOG RESCUE
With Wachovia’s “Way 2 Save” program, a kindhearted woman who
rescues unwanted dogs can help finance her operation.

PRINT AD: KEEP MOVING FORWARD (BELOW)
Here’s the first print ad from the newly joined banks. They aren’t the only financial institution in America trying to encourage consumer optimism with messages like “Keep Moving Forward.” This ad first ran in The New York Times and in other national publications earlier this summer.

WE’RE WITH YOU
A pure brand ad that finishes with the line,
“Wachovia, Wells Fargo and you. Together, we’ll go far.”

OWNING A HOME
It’s reassuring to see financial institutions advertising home loans again, even if
a huge chunk of the population can’t meet today’s tightened lending standards.

TRIPLETS
How to raise three kids the right way, with online banking
and a checking account from Wells Fargo.

In honor of the new season of Mad Men (season three starts Sunday, August 16), here’s a showcase of financial ads from yesteryear. The ads come from a different world than we live in today — before compliance departments saddled paragraphs of legal disclosures on rate ads. You’ll notice how few of the ads targeted consumers. Banking bank then was all about business accounts.

Note: You can click on most of the ads to view a larger size.

TORONTO DOMINION
This help wanted ad promises the “finest working conditions in Canada.” Given today’s definition of  “working conditions” and considering Canada’s affable reputation, it seems like an odd thing to promise. If you were too nervous or shy to stop by the local branch about a job, you could write for their free employment booklet, “The Sky’s The Limit.”

BANK OF AMERICA
The banking powerhouse demonstrates its branding acumen back before the concept of “branding” had even been formally introduced. The ads have a consistent voice, message and style. Some of the ads feature a product promo for traveler’s cheques. Note the Old English calligraphic typography used in this older version of the logo. State by state, BofA has branded itself and the bank of the U-S-of-A.

BANK OF AMERICA
Two different ads for traveler’s cheques. If you liked the cool one from India, you could write the bank a letter and they would send you a full-size poster version of it.

BANK OF MONTREAL
Bank’s have been touting how long they’ve been in business since at least 1935, as in this ad where the bank is celebrating its 117th year. The message may have had value 75 years ago, but these days, as someone on Twitter recently noted, “It only proves you haven’t gone out of business…yet.”

CADDO NATIONAL BANK
This ad must have come out around the time fire and the wheel was invented, because it’s promoting the idea of having “a bank account.” For its time, this was probably a powerful ad, because even by today’s standards, the ad still packs a punch. Notice how the bank includes its capital position.

CHELSEA NATIONAL BANK
The monospaced computer typeface — a necessity in the early days of computer displays — screams “We want you to think we’re hip and computer savvy.” But the illustration says “tangerine dreams and marmalade skies, man.” Who cares? The scene is groovy.

DRY DOCK COUNTY
This is what’s known as a long-copy ad. It seems hard to believe, but there was a time when ads with this much copy were all the rage. Everyone had a story to tell, so they told it. These days, such a longwinded and rambling presentation would probably be laughed at. “Who has the time to read this?” The advertiser isn’t even mentioned until the 10th paragraph, where the bank touts its Saturday hours. Notice the offer for a free picture map of the local area.

FIRST NATIONAL BANK OF CHICAGO

THE NATIONAL CITY BANK OF NEW YORK
This ad hails from a time when it was considered shrewd business to have underpaid (and underdressed) “natives” do your dirty work.

THE CHASE NATIONAL BANK
Did you know that Chase once referred to itself as The Chase? This ad must have been what happened to the last ad after a merger, presumably between Chase and National. Oppressed natives have been removed from this all-white world.

SHAWMUT BANK
In advertising circles, this ad is what’s known as a “headless wonder,” meaning it has no headline. The advertiser — in their hubris — thinks they are so interesting and important that you’ll feel compelled to read the ad. No need. It probably just said what all the other bank ads said back then: “We’ve been around since 18XX and have helped our community grow because of our unique local knowledge and experience.” Sound familiar?

WELLS FARGO
The gal on the cover of this internal newsletter looks like she might be getting pretty excited about The Branch of the Future. Oh wait, that didn’t come around for another six or seven years.

BANK OF AMERICA
This ad ran in India. It targeted parents of children headed to the U.S. to get their college degrees. The ad pre-dates “no penalty CDs,” so the best they could offer was a loan on 75% of your CD’s principal. Interesting choice to include the illustration of a yo-yo.

BANCO NACIONAL
Is the guy in the illustration paying a monkey for bananas?

Looking to capitalize on Americans newfound infatuation with personal savings, Regions Bank has launched a new savings initiative, most notably including TV ads and a “Save with Regions” microsite.

“SAVE WITH REGIONS” MICROSITE
The campaign’s main visual hook is undeniably similar to Robert Indiana’s “LOVE” sculpture. Even the typeface was carefully chosen to match the pop icon’s design.

“LOVE” BY ROBERT INDIANA
The sculpture stacks large, slab serif letters “LO” on top of “VE,” with the O canted sideways. The letters are red on their faces and blue on their sides. Robert Indiana’s “LOVE” sculpture is installed in numerous locations around the world, but is probably best known as the centerpiece of Love Park in Philadelphia. Originally a design for a Christmas card in 1964, the “LOVE” sculpture was first exhibited in New York in 1966. This particular picture is of the New York installation (notice the BofA in the background).

The microsite has three main sections:

1. Personal Savings Review — After asking you three questions — what deposit products you currently have, which services you currently use (like online banking), and in what ways you are currently saving — Regions suggests what products you might want.
2. Savings Tips & Advice — This section includes three articles, one of which is “5 Easy Tips to Save Money on Laundry.” There’s also advice for people in various lifestages (e.g., “Starting Out,” “Empty Nester”).
3. Savings Game — You get 60 seconds to catch as many falling piggybanks, coins, dollars and APYs as you can in this Flash-based game. There are no obstacles or penalties, just grab everything you can. (The Financial Brand’s high score: $16,631.77.)

“SAVINGS GAME”
Not much strategy to playing this game, but it can be kind of fun and has some replay value. The game’s visual concept — a savings “jar” that catches valuable items — is certainly relevant, but there isn’t much of a point to catching piggybanks and cash. It’s not much more than an entertaining diversion that may lure folks into “interacting with the brand.”

There are a few other sections of the microsite. “Quick Tips” offer more ideas for saving time, saving money and saving for the future. The “Products” section breaks down all the various savings products out there in an interesting system. You may be a “Beginner Saver,” “Intermediate Saver” or “Advanced Saver” depending on which- and how many savings products you have.

The campaign has its own slogan: “Save time. Save money. Save for the future.” Regions’ brand tagline is “It’s time to expect more.”

This ad campaign comes on the heels of Regions last big ad push for it’s “LifeGreen” checking and savings product.

The campaign is the work of Region’s ad agency, Luckie & Co.

“CENTER STAGE”
People shake a piggybank bearing Region’s “SAVE” artwork like a tambourine in rhythm with the bank’s distinct folksy, easy-going, down home jingle.

“FAMILY”
Shaking the “SAVE” piggybank tambourine is fun for kids, grandpa and the whole family.

“GOOD BUSINESS”
This one promises that doctors, carpenters and architects will enjoy remote deposit capture and a free “business financial review through Regions Cash Core Analysis.”

In an effort to get savers and spenders to look at a bigger financial picture, Beneficial Bank is asking people “What would you do if you knew where your money was going?”

Beneficial is offering Intuit’s FinanceWorks free to all customers. The application provides online viewing and analysis of financial data from all (not just Beneficial) accounts. It’s similar to other online personal finance solutions like Mint, Wesabe and Jwaala.

FinanceWorks, powered by Quicken, helps consumers manage their information and accounts across more than 7,000 financial institutions and credit card sites, ensure bills are paid on time (regardless of the method they use to pay them), see where their money is going (including future transactions), and receive a variety of alerts about their financial status via e-mail.

Advertising emphasiszes how FinanceWorks can help you “Spot spending trends. Set budgets. Save more.” FinanceWorks tools let you analyze spending, set savings goals and create reminders for bills.

The campaign’s intended takeaway is that, in money matters, “knowledge is power.”

Beneficial timed the launch of new accounts at both Twitter and Facebook to coincide with the FinanceWorks campaign. The two initiatives represent the first use of social media by Beneficial.

Beneficial defines the campaign’s target audience as married, college-educated adults, age 35-44, who have high online usage and a household income of $100K+.

Ads will run in Philadelphia newspapers, on news and public radio stations, and on various online channels. You can listen to the radio spot by clicking here, or by clicking on the headphone icon (right).

A “Where’s My Money?” game booth will be appearing at jazz and rock music festivals throughout the summer. Players spin a wheel and answer trivia questions as they try to win a Dell Netbbook.

The campaign is the 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 financially.”

FinanceWorks is available through Digital Insight, a division of Intuit.

The campaign, including print, event, online and social media elements, were developed by Beneficial’s agency, LevLane.

PRINT ADS

BENEFICIAL’S ONLINE DEMO OF FINANCEWORKS