Created by Victors & Spoils, the campaign emphasizes how the banks are the clear alternative to big-box banking. It includes TV, radio, print, OOH, online and landing pages (cobnks.com/revolutionary and bankmw.com/revolutionary).
The effort showcases the banks’ common-sense banking relationship with their clients, a long-term relationship based on straight talk and treating individuals and small businesses like they count.
Through common-sense conversations, the bankers uncover needs that lead to common-sense solutions, like checking and savings accounts, mortgages, HELOCs, small-business lines of credit and SBA loans.
The TV spots are set to run in Colorado and the Kansas City metro area during shows including NBC’s “Saturday Night Live,” CBS’s “Late Show with David Letterman,” NBC’s “The Tonight Show Starring Jimmy Fallon,” ABC’s “Modern Family” and FOX’s “American Idol.”
The OOH is running in and around Denver and Kansas City, and the print ads will run in “5280” and “KC” magazines.
“With this campaign, we’re reaching out to people who seek a bank partner that makes them feel part of something bigger than an impersonal bank transaction," says Tim Laney, president
and CEO of National Bank Holdings Corp. "We take pride in the fact that we genuinely get to know our clients and understand what they want to accomplish with their finances."
The goal of the campaign is to build awareness around the bank's alternative approach, setting it apart from a “banking-as-usual” experience, Laney says.
"We simply want to let people know they can still benefit from a banking relationship that’s based on personal attention and common sense," Laney tells Marketing Daily.
In the TV spot “Listening,” a banker is seen at his desk, intently listening while a client talks on the phone. As the banker gets comfortable, the words “Listening! Still available. At a bank.” flash on the screen with a voiceover.
The theme of listening continues through the radio, print and OOH work. In one of the radio spots, the theme from 2001: A Space Odyssey is heard while the announcer says, “When you call, we will actually answer. When you talk, we will actually listen.” The two-page print ads read, “Listening! Still available. At a bank.” The OOH carries the words, “Mortgage experts who listen! Still available. At a bank.”
Victors & Spoils became the agency of record for NBH Bank, N.A. last August, following an agency search.