Sovereign Bank

Depositing unambiguous business outcomes.

The client called an integrated retail campaign for Sovereign Bank’s annual checking promotion “one of the most successful marketing campaigns we’ve ever developed. The offer was great, the creative message was clear and consistent in all areas, and our media plan was well designed and executed.”

The challenge was to promote Sovereign Bank’s Premier Checking accounts for individuals and small businesses — to diverse target audiences, in a way that cut through the clutter of competitive retail bank marketing.

Our solution was a crisp mnemonic device that communicated the comparative advantages – from cash incentives, to discounted fees – of switching to Sovereign. The campaign rolled out with an integrated media mix, including print, radio, outdoor and street teams on bikes and Segways.

The campaign produced deposit balance growth of 45% over new account baseline balances and 41% growth in new accounts compared to baseline.