Business Objective: The North American Savings Bank (NASB) had been business for 83 years, and had numerous branches in Missouri. However, it was still remarkably unknown and faced stiff competition from other local banks for business. The bank needed to raise awareness of its name, products and services in order to drive revenue and increase market share, and therefore resolved to create a brand awareness campaign to help fulfill its goals.
Brand Strategy: Brainwave developed a strategy for NASB that focused on creating name recognition for the bank, as a precursor to driving customers through the doors. In order for that name recognition to be effective, the strategy was to promote the acronym of “NASB”, a much shorter, sharper name for the bank than its full title of “North American Savings Bank”.
Brand Campaign: Brainwave created a catchy, engaging brand campaign that promoted the “NASB” acronym and portrayed real life situations where people with a financial need were seen to immediately think of NASB and its products and services.
Media: Television.
Result: Within three months of the campaign’s launch in December 2009, brand recognition of NASB in the Missouri area has gone through the roof. The campaign has also been an enormous success internally. NASB's staff have bought into the campaign strategy and theme, and are now happily promoting the bank as “NASB” to anyone who walks through their doors.
