New advertising series and tagline showcases the Bank’s commitment to customers
MIDVALE, Utah — Customers take center stage in Ally Bank’s newest advertising campaign, filmed on the stage of the historic Orpheum Theatre in Los Angeles. The campaign encompasses broadcast, print, digital and online video, as well as new media channels for Ally Bank including tablet and cinema.
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The new tagline, “Your money needs an Ally,” aligns with the Bank’s philosophy that stresses the importance of putting the customer first.
“Our customers are smart and sophisticated and we try to make sure our advertising speaks to them intelligently and in an interesting, memorable way,” said Diane Morais, deposits and line of business integration executive for Ally Bank. “Three years after launching the Ally Bank brand, we continue to look to our customers for their input and provide them with the products and services that are important to them. Customers are looking for an ally in banking and that is what we aim to be.”
Curtain Up
Today, the first two “Stages” broadcast commercials in the new campaign will begin airing on networks nationwide. Named “Robot” and “Predictions,” both spots illustrate the advantages of banking with an Ally in today’s ever-changing financial landscape.
“Robot” demonstrates the benefit that live human interaction offers, versus automated systems. The spot highlights Ally Bank’s 24/7 live customer service, which has achieved customer satisfaction scores near 90 percent throughout 2012. This service, alongside Ally’s no ATM fees, no monthly maintenance fees and Sleeping Money Alerts, supports recent Bank recognitions, including one of the top five “Most Trusted Companies for Retail Banking” by the Ponemon Institute (July 2012).
“Predictions” includes Thomas Sargent, Nobel Laureate in Economics, who is asked to predict what CD rates will be in two years—and is unable to do so. The commercial features Ally Bank’s popular Raise Your Rate CD, which offers the option to increase a rate once over the two-year term CD or twice over the four-year term CD should rates go up. Like all Ally Bank CDs, the Raise Your Rate CDs require no minimum deposit to open, feature no monthly maintenance fees and offer the Ten Day Best Rate Guarantee.
Behind the Scenes
Since launching the Ally Bank brand in 2009, the Bank has been committed to offering customers industry-leading features and services, and this new ad campaign builds on the momentum.
In 2012, Ally Bank customer loyalty has remained strong, with customer accounts having grown to nearly 1.1 million (up 27 percent year-over-year), and a steadily increasing deposit base.
In addition to the convenience of 24/7 live customer service, highlighted in the launch of “Stages,” Ally Bank offers customers features like Ally Mobile Banking; a debit rewards program, Ally Perks; and person-to-person payment service via Popmoney. The Bank’s Raise Your Rate CD is part of a broad product line including Interest Checking Accounts, Online Savings Accounts and a suite of IRA products among others—all designed to help consumers save and conveniently access their money.
As consumers are leveraging technology and media in new ways, Ally Bank has expanded its campaign into cinema and tablets to reach broader audiences.
Grey New York is the agency behind this advertising campaign.
About Ally Bank
Ally Bank is a direct bank in the U.S. that offers a straightforward approach to banking with no minimum deposits, no monthly fees and 24/7 live customer service. A subsidiary of Ally Financial Inc., the bank offers online savings, interest checking, money market accounts, certificates of deposit with terms ranging from three months to five years and IRA Plans and products. Follow us on Twitter @allybank or at facebook.com/allybank. Member FDIC. For more information, visit the Ally media site at http://media.ally.com or on Twitter, @ally.
