Objective: Adams Bank, a small community bank in DC, wanted customers to know that they offered better rates, products and service than other local and national banks. (In developing a campaign for them, we were mindful that they needed to stand out from the clutter and do so with a much smaller budget than most of their rivals.)
Strategy: The strategy was to develop a unique, even brave tone of voice for the bank—one that would help Adams stand out even in small space ads and attract customers’ attention to its superior products and services.
Solution: Adams National Bank was named after Abigail Adams—a quirky, unique lady, who was married to John Adams, the nation’s second President. As Abigail embodied the bank’s, heritage and values, Brainwave brought Abigail to life. Using the theme line “Get the Abigail Adams banking experience”, Brainwave developed marketing materials that featured Abigail's image and unique, quirky, insights into the modern world of banking.
Media: Print, direct mail, collateral, in-store posters, web banners, statement stuffers and web site.
Result: Adams Bank has witnessed substantial growth across all areas of its business since the campaign was launched in June 2006 and was able to announce a $1 million operating profit by the end of that year.
"We have been amazed at the response we have had since the launch of the campaign. We would recommend Brainwave whole heartedly to any company looking for great branding and great advertising."
–David Glaser, Senior VP, Corporate Services, Adams National Bank