BankTennessee is launching a cross-platform marketing campaign that is breaking new ground in the banking industry. The integrated and cohesive campaign, planned, designed and executed by Harvest will feature print advertising, web banner ads, in-branch marketing, search engine marketing through Google and Yahoo! (PPC campaigns) and email marketing. All marketing pieces are directing potential customers to “Upgrade Your Lifestyle” by visiting a central campaign website touting the company’s Home Equity Line of Credit.
The campaign breaks from convention by utilizing a campaign specific website that focuses more on providing a fun place for visitors to play than bullying visitors with a marketing message. The flash website features a brief intro section welcoming visitors into an interactive “dreamworld” environment and although HELOC marketing is obviously the driver behind the site, the utilization of an entertaining design where the visitor is in control encouraging users to let down their marketing guard and spend more time on the site. The byproduct of longer visits is extended exposure to BankTennessee and their HELOC offerings.
“Initial response has been very positive and the site has already shown to be a highly viral site,” said Andrew Holliday, Marketing Director for Harvest. “We put all emphasis for this campaign on designing a site and campaign that would grow beyond our advertising. We will provide the initial push with advertising to introduce the site to customers and then we’ll sit back and watch as the site visits multiply through a more organic growth pattern of forwards and visitor buzz.”
Visit www.bankingispersonalagain.com to see the campaign action.
About Harvest
Harvest is a full-service advertising and design agency offering design, advertising, market planning and public relations for a complete creative marketing solution. Harvest was founded in 2003 and is based in Memphis, Tenn. For more information visit www.harvestmemphis.com.
