Liberty Bank
Liberty Bank, Connecticut’s oldest mutual bank, competes with a mix of community, regional and several large national banks. As a result, competition for new accounts is tough and standing out from the competition is crucial to success.
To maximize impact and keep the Liberty brand distinct in the eyes of consumers, we introduced a campaign using fractional print ads, :15 TV spots, and :30 radio spots to increase frequency and give the impression of “being everywhere.” Loaded with personality, the campaign broke through the clutter and made the most of a budget that was dwarfed by some competitors.
As a result, the yearly new household goal was surpassed by more than 85%. In the first quarter of the campaign, new checking account growth was 58% stronger than the same time period the year prior, and by year end there was a 35% overall increase in new account growth.
