ESL Free Checking TV Spot

Due to aggressive competitor campaigns offering significant cash incentives, ESL challenged us to develop a new, cost-effective marketing strategy for its Free Checking program. This new strategy needed to avoid expensive cash incentives while protecting its competitive edge and increasing market share.

After an extensive review of available data, we identified the target demographic that would be the most receptive to switching to ESL. Through focus group research, we developed messaging to reach that audience. Delivered through integrated broadcast, online, in-branch and print tactics, the campaign saw a 39% increase in new account openings and Free Checking account openings increased 112% of the client target goal.