NPS Campaign TV
Choose a bank you can brag about.
The Challenge
Another industry accolade. Another ranking. Another reason for people to tune out. Republic Bank had an impressive Net Promoter Score (NPS), with customers over three and a half times more likely to recommend them than customers at competing banks. But how do you get people to care about yet another banking statistic?
What We Cooked Up
Instead of leading with numbers, we led with a simple truth: When people love something, they talk about it. A favorite restaurant. A must-watch show. Even a bank. We built a campaign around that instinct. The tagline, "Choose a bank you can brag about," reinforced the idea with a confident, alliterative rhythm that the bank brass boldly embraced.
These three spots were built solely from stock footage. Finding compatible clips wasn't easy (unlike banking at Republic), but after countless hours of eye-crossing tedium, we got there.
In the ad biz, you've gotta relate to your audience. That's why you sometimes find yourself researching things like, say, species of fish, to determine whether or not they're indigenous to your DMA. (As any Tampa native will tell you, the Wahoo can, in fact, be found in the Gulf.)
How We Pulled It Off
TV Spots: Lighthearted, relatable ads featuring people bragging about their bank in unexpected moments
Digital and Social: Extending the campaign into online spaces where the likes and follows foment
Voiceover Direction: Ensuring a natural, engaging tone to make the message feel authentic
Digital and Social: Extending the campaign into online spaces where the likes and follows foment
Voiceover Direction: Ensuring a natural, engaging tone to make the message feel authentic
My Part in All This
I developed the campaign concept, wrote the scripts, searched for the stock footage and even directed the VO talent. It was more of a one-man show than I'm used to, but the client liked it and I think they came out nicely. (Not to brag,)
The Result
Stats are boring. So we wanted to turn an otherwise mundane industry ranking into something people could connect with. At the end of the day, the campaign reinforced Republic Bank's rep for being the "easy" bank and everyone was happy. But in my mind, the real win was this complimentary comment from the President and CEO who said, "These don't feel like bank advertisements."
