NewAlliance Bank

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Insights

Although NewAlliance Bank was the third-largest bank in Connecticut, it had cut back advertising in recent years. Seeking to renew its brand and grow market share, it hired Adams & Knight to create a cohesive image—and articulate its brand promise to all its constituents.

Ideas

In an all-out integrated campaign, we promoted the single most important fact that rang true with everyone: No matter what your goals, NewAlliance Bank can help you…do your thing.

Impact

OUTREACH: Thanks to a highly efficient media buy, the launch achieved over 40 million impressions in the first three weeks. But it was also able to sustain that momentum throughout the year so efficiently. Through value-added opportunities and smart negotiation, it achieved nearly 200 GRPs per week.

AWARENESS: Independent research confirmed that after just seven months, unaided awareness of NewAlliance Bank had increased 11%—the highest awareness increase of any bank in the study. Better still, NewAlliance achieved the highest favorability scores of all banks in the study.

TRIAL: New customers reporting doing business with NewAlliance increased from 12% the previous year to 20% in 2010.

SALES: Those trial assertions were borne out by actual sales results. In 2010, the bank achieved a +23% increase in deposits and a 240% increase in mortgages and commercial loans.