When a client says they want to be "edgy" and to "push us creatively," you wouldn't think I'm referring to a bank client. But I am. The Palmetto Bank gave us this directive which made it a really juicy project for our Creative group.
This month, The Palmetto Bank went on-air with a campaign which touts two of their newest products, MyPal Checking and Smart Savings. Print and Facebook ads began the beginning of April while television and radio spots started two weeks later.
JMG worked with the client over a quick timeframe of three months to create a fully integrated campaign that serves up a new checking and savings product in a more interesting and interruptive way. The campaign uses the absurd idea that people couldn’t be happier paying fees and paying more for their banking services/products.
Since similar products already create clutter and noise in the marketplace, our challenge was to come up with a concept that was fresh—unlike what other banks are doing. The client wanted to stretch creatively and use this product launch to accomplish an out-of-the-box campaign while still keeping within their overall brand image. This challenge was a lot of fun—we not only named the products and developed creative concepts, but also were able to use non-traditional mediums as part of the launch.
View the television spot.