Helping Bangor Savings Bank Cross The $10B Mark

(01)
Insight

WHAT WE DID

Brand Platform
Brand Identity
Brand TV
OOH
Video
Digital Display
Social
Community building

Big banks have good products with impersonal service. Local banks have good service with limited products. As the exception, Bangor needed to put their growth into context as the innovative, caring bank that will always deliver great products with great service. Because Bangor is big + local.
The two can coexist.

(02) 
Idea

A brand campaign that highlights the way locals care for the people and causes in their life — and demonstrates that Bangor Savings Bank reflects their beliefs and actions as the bank that cares big, too.

It’s time for a bank that cares big, too

The keystone of the campaign is a simple line that ties the bank’s actions to those of northern New Englanders.

Bangor isn’t an outlier — it’s a reflection of the community.

The Imperfect Circle — focusing on what matters

We created the imperfect circle to house important elements. Tagline. Customers. Stuff like that. Think of it as a lens focusing attention.

We do.

“They elevated our presence in a very local market, even as we were expanding regionally. They were able to figure out how to help us create a brand that was very true to Bangor Savings Bank but was also customizable in pieces and parts so that we could speak to each of our unique local markets.”

Marketing Director, Bangor Savings Bank

(03)
Impact

Our multichannel campaign included TV, out-of-home, social, and NPR sponsorships, and blanketed Maine and Southern New Hampshire. It delivered nearly 30 million impressions and gave a vital boost to the bank’s brand awareness, website traffic, and conversion rates. The bank that cares big scored big with this work.