Bank of Zachary

TV Spots

Bank of Zachary faced a dilemma shared by many community financial institutions: how to engage the millennial generation with technology-forward products and services and at the same time reassure older customers that their traditional, branch focused method of banking is not going away. They wanted to show that customers didn't have to choose between good customer service and being able to do all their banking online.

Services used on this project

  • Social Media
  • Analytics
  • Brand Strategy

Strategy

To make it clear that the Bank of Zachary was the right institution for millennials as well as customers who love traditional branch banking, Pannos Marketing developed a script which brought together a dedicated branch user and a tech savvy counterpart discussing the features they like best about their bank. By contrasting the in-person, face-to-face, like-a-family ideals important to the “traditional” bank customer against the online and mobile technologies important to the tech savvy customer, we fulfilled Bank of Zachary’s goal of promoting the many ways a customer can “Bank the way you want to.”

Results

Running the ads on the local TV stations raised awareness and brought new customers into Bank of Zachary branches. The spots were also placed on YouTube and promoted on Facebook. In the first 3 weeks, the Facebook-promoted video links, YouTube video, and in-display ads for the “Bank the Way You Want To” campaign brought in over 59,000 impressions, 468 clicks, and an average click-through rate of over 1.00% coming directly from Facebook.
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