• by Larissa Faw , August 3, 2015

Many people hesitate to discuss money matters, even among their family or friends, assuming that their ignorance reflects badly upon them. Now, regional bank Rockland Trust hopes to help shed this embarrassment by opening a larger discussion about financial education through its new "Secret Feelings of Bank Customers" campaign.

Developed by agency Forge Worldwide, the campaign's concept raises everyday questions about money management that many people have and their inherent shame about not knowing the answers. To reflect this embarrassment, the ads provide anonymity to featured individuals by having the top half of their bodies covered by the Rockland Trust banner.  

These half-hidden people confess common financial concerns -- such as paying for college or retirement -- via man-on-the-street interviews with the ad ending by saying that if they have questions about money, bring them to Rockland Trust. 

"They are all based on actual comments from customers, taken from real life and real concerns.  This a very customer focused campaign that offers real help," says Rockland Trust Chief Marketing Officer Mark Gibson.

Ads can be viewed here, here and here.    

Collectively this campaign is designed to show empathy on the part of the banking industry to consumer financial concerns. "Rockland Trust understands that common banking issues often make people uncomfortable - things we think we should know, but don't," says Rockland Trust, associate creative director Jim Bell.

"And we feel funny admitting it. By showing people discussing these issues anonymously, we convey that Rockland Trust doesn't judge you for your banking knowledge. They simply listen to your needs and help you figure out the parts you don't know," adds Bell.

The campaign includes TV spots running in the Greater Boston and New Bedford/Fall River markets that appear on both network and cable and will be accompanied by radio, print and billboards. The third quarter is an active season for advertising for the bank. 

This branding message follows the redesign of the rocklandtrust.com Web site to provide easier navigation and access by all devices, as well as the upgraded mobile banking app to streamline use of check deposit and improve convenience and security features.  

Forge has worked with Rockland Trust since 2012.