Imperial Savings People Newspaper Campaign
PUTTING THE HUMAN VALUE BACK
At a time when people were just beginning to choose to interact with machines rather than the people at their financial institutions, this campaign was designed to remind banking customers of the benefits of real human interaction. Using a testimonial approach, this campaign focused on service primarily, along with mortgage and CD rates, as well as free checking. New account generation went up 18% in the first three months of the campaign, and account retention stood at 91% one year later.