HOW DO YOU LAUNCH A BANK DURING THE WORST ECONOMIC COLLAPSE SINCE THE DEPRESSION?
Ally is a bank based on being straightforward and honest. It was a new bank… and we had to launch it during a time when people did not trust banks at all.
We developed a brand platform for Ally that influenced everything from the name to the logo to the advertising.
The campaign’s tagline was ‘Straightforward’ and was the basis for every touchpoint of communication.
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TV
Another 'bank spot' wouldn't be well received (people were angry!) and we wanted to demonstrate instead of tell. We called on the best people to tell it like it is –
people that didn't see the world in grays just yet. These spots were shot with six hidden cameras (the cameramen are in those black circles). The kids were not told
in advance that they were being filmed and the banker is played by an improv actor.
Part of being a straightforward, transparent bank was to help demystify typical banking practices and language that is meant to confuse it’s customers into submission.
These simple infographics compared typical banking practices with Ally’s straightforward approach.
