Eisner Communications last week launched a new television branding campaign for its client Provident Bank ? the first television spots to hit the market since the agency won the $3 million account in December.
The campaign, created by the Baltimore agency, is titled “Moments” and portrays both life and business growth milestones between family members. The spots target both business and residential customers in the 25-to-54 age range in the Baltimore, Washington and Richmond markets.
According to Karla Masters, an Eisner senior vice president and associate director of strategic planning, the TV spots are designed to emotionally connect with the consumer by highlighting that Provident is a bank that is about more than just transactions, that it is a partner in helping customers “realize their hopes and dreams.”
John MacKerron, associate professor of electronic media at Towson University, said emotionally connecting with consumers could be a deciding factor in choosing a new bank.
“Banks who are in keen competition with each other for consumers, where the may be offering the same level of interest, the difference may be how comfortable a customer feels about a bank,” said MacKerron. “That personal connection may b the deciding point of having them choose one bank over another.”
Eisner?s Masters added that the new television commercials will run on cable television in conjunction with other media, including Internet, radio, outdoor and print that was launched in February.
The other media highlights the more tactical side of Provident?s business by focusing on rates and transactions.
Nancy Alperstein, Provident?s manager of corporate advertising and communications, said the commercials differentiate the bank from its competitors through the emotional connection to customers.
“People who don?t bank with us may take pause and say, ?These people really understand me,? ” said Alperstein. “We saw an opportunity to really connect with ? this importance of money in people?s lives.”
