Inspirational brand campaign

ABA Bank Marketing, April, 2008

Institution: Provident Bank, Baltimore

Agency: G.K.V., Baltimore

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Provident, the second largest privately held bank in Maryland, is well known in the Baltimore region, but less known in the Metropolitan Washington, D.C., and central Virginia markets.

This TV campaign, which consisted of three commercials, attempted to boost brand awareness by creating an emotional and inspirational connection between the consumer and the bank brand by focusing creative on life milestones and the times in life when money should be the last thing on the mind of the consumer.

Results: Brand awareness was increased in all three market areas, most dramatically in the central Virginia/Richmond area, where it started at the lowest level (51 percent) and was boosted by 6 percentage points.

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