The campaign will run throughout Chicago, Milwaukee and Indianapolis. From Chicago agency Element 79, the campaign illustrates the ways that Harris offers "unexpected help" and introduces new situations in which Harris provides help through much-appreciated, unexpected guidance.
TV spots broke Tuesday and run through April. They show individuals in vulnerable situations when they encounter a Harris Bank sign that guides them at precisely the right moment.
In one spot, a woman looks befuddled as she receives a text message reading, "c u after practice, HAK!" Her expression soon changes to reveal her joy however, when she looks up and sees a billboard that says "HAK = Hugs & Kisses." A locally relevant ad takes place at a Chicago Bulls game, where a distracted spectator is given a "heads up" via scrolling digital billboard, just in time to catch a T-shirt catapulted in his direction by the much-loved Bulls mascot Benny the Bull.
The new creative illustrates the bank's mission and differentiate it from its competitors by creating magical, yet real life situations where Harris provides unexpected help, says Justine Fedak, Harris Bank's chief marketing officer.
"The spots resonate with consumers because they are set in everyday situations and depict real people dealing with real life," Fedak tells Marketing Daily. "Given the market environment, people want and need to know that their Bank actually wants to help them when they really need it. These spots cleverly demonstrate how helpful Harris is without having to overtly state it."
Other creative executions include the wrapping of Metro and CTA cars in Chicago, which runs through Oct. 15.
"We're Here to Help," which the bank first began using three years ago, is more than just a slogan, says Alan Spindle, creative director at Element 79, who notes the Bank's recent honor from J.D. Power and Associates for customer satisfaction.