To gain market share through new business in retail baking is one of the most difficult consumer marketing challenges. For consumers, switching banks is an emotional and difficult decision and they must be persuaded that a new relationship will deliver convenience, trust, confidence and expertise. The Gorham Savings Bank campaign came out of the insight that people really want to work with a local bank, but not at the expense of advanced financial capabilities. For the campaign we leveraged the local awareness of Gorham Savings Bank as a community player and paired it with the sophistication of Guy Billout’s drawings that perfectly illustrated financial choices.
The key measures of “recognizability” and “favorability” grew significantly over the course of the campaign and helped build market-share, especially in retail deposits, from new bank customers.