ASB is a conservative bank—not usually considered cutting-edge regarding products, services or lending practices. In an increasingly competitive market, they decided to offer some unique products, including Debit Rewards and goodCents (a program that rounds up purchases for deposit into a savings account)
OBJECTIVE
Our objectives were to obtain new customers, to get existing customers to sign up for goodCents and for all customers to utilize their debit cards more for debit rewards.
SOLUTION
In order to break through the clutter of competitors’ gimmicks, TPG packaged these new products as Good Things—a simple name to remember and one that makes positive associations with ASB. TPG created a multimedia campaign, including TV, radio, print and web.
RESULTS
From October 1 until November 21, 2008, goodCents brought in 379 new checking accounts and 1,123 new savings accounts. As of end of November, there were 3,106 goodCents transfer accounts. The television spots also garnered Silver Addy Awards in the Lubbock Ad Federation Addy Awards show.
