Business Objective: Adams National Bank, a small community bank in DC, wanted to drive revenue by communicating to potential customers that it offered better rates, products and service than other local and national banks.
Brand Strategy: The strategy was to develop a very unique, bold tone of voice for the bank — one that would scream that Adams was a different kind of bank. Such boldness would help the bank to stand out even in small space ads and attract customers’ attention to its superior rates, products and services.
Brand Campaign: Adams National Bank was named after Abigail Adams — a quirky, unique lady, who was married to John Adams, the nation’s second President. As Abigail embodied the bank’s, heritage and values, Brainwave created a brand campaign that brought Abigail to life, using the theme line “Get the Abigail Adams banking experience.” The campaign featured Abigail's image and funny, quirky, insights into the modern world of banking. It was radically different to every other bank campaign around and uniquely suited to Adams.
Media: Web banners, print, direct mail, collateral, in-store posters, statement stuffers and telephone answering spots.
Result: With Abigail Adams as its spokesperson, Adams Bank witnessed substantial growth in deposits across all areas of its business during the duration the campaign and was able to announce a $1 million operating profit by the end of its first annual run.
