Ally Bank Focuses On Customer Love
It's not Valentine's Day, but Ally Bank's customers are dewy-eyed in the financial institution's new campaign.
Three new TV spots, the first of which launched Sept. 20, focus on why customers love the bank. They include a job applicant who lists the love of his bank as one of his interests. Creative for the other two spots includes a dog owner who teaches her pup to "say" the words "We love our bank" and a rock singer who interjects an ode to his bank in his song lyrics. The commercials end with: "Ally. Do you love your bank?"
Since the bank rebranded from GMAC to Ally in May 2009, it has seen an increase in retail deposits each quarter, with more than $9 billion of deposits in the four quarters that ended in June. At the same time, customer satisfaction of more than 90% reflects the high service the bank has delivered, according to a survey conducted by the Detroit-based company.
"We hear from happy customers every day in social media and through customer service chat and phone calls," says Sanjay Gupta, Ally's chief marketing officer, in a statement. "Our approach -- to be straightforward -- has clearly resonated."
The new campaign -- which also includes radio, print and online -- will emphasize Ally Bank's customer-friendly services, products and features and will reflect the success of Ally Bank and focus on why customers love the bank.
Previous ads, which began in May 2009, showed kids being taken advantage of by an unscrupulous man (who was supposed to represent other banks). "The previous campaign served as an introduction to the new brand and highlighted specific products, services and features of Ally Bank," according to a company spokesman. "This new campaign focuses on what we're doing right."
Both campaigns were created by BBH New York.
0 comments on "Ally Bank Focuses On Customer Love ".
Leave a Comment
Recent Marketing Daily Articles
-
Skyy Launches 'Be Part Of The Art' May 21, 5:57 a.m.
To support the debut of its new Skyy Infusions Moscato Grape variety, Skyy Vodka has launched ... -
Miller64 Partners With Former Pro Athletes May 20, 10:30 p.m.
Miller64 is launching "GO64," a summer-long initiative that will include local events, celebrity appearances, giveaways and ... -
Vespa Looks Back: 50 Years Of 50cc's May 20, 4:36 p.m.
Vespa has been tooling about since the ’40s, and sidelining as a movie star since the ... -
Industry Satisfaction Lagging, But Improving May 20, 4:02 p.m.
For the first time in years, the telecom industry is seeing improved customer satisfaction scores. But ... -
OMMA Social: Macy's Looks To Social For Connection May 20, 3:25 p.m.
Macy's is using social to connect with customers. That, said Jennifer Kasper, VP of digital media ... -
4 Types Of Marketing Cultures: How Fast Is Yours? May 20, 9:16 a.m.
Marketers everywhere may be talking about creating a fast-moving culture of innovation, but most CMOs will ... -
United Expands Loyalty Program To Businesses May 19, 10:13 p.m.
United Airlines is launching the MileagePlus Small Business Network, the first U.S. travel loyalty program that ... -
Champs Taps Westbrook For Ad Push May 17, 4:52 p.m.
When it comes to a spokesperson deal, if you’re a star athlete you don’t necessarily have ... -
Strategic Vision: Domestics' Strong Showing In Quality May 17, 4:47 p.m.
For several years there has been convergence in the automotive market. No, we're not speaking of ... -
Athenos Unleashes 'Cooking With Yiayia' Campaign May 17, 9:48 a.m.
Julia Child she isn’t, but Yiayia brings her own, trademark irascible appeal to a new series ...
maybe it's in here but i didn't see it - shouldnt you qualify this article with the mention that Ally is an online only bank with about 4 products? not much to hate about that...