The objective of the campaign was to deliver a new brand message that reinforced Berkshire Bank as a socially responsible organization. The criteria of the new campaign needed to integrate the bank’s diversity message without over-promising, staying true to its customer first strategy and emphasize that personal service is no longer exclusive to the wealthy.
You can see the campaign here.
“We’re delighted to award this campaign the highest honor in our annual awards competition,” stated NEFMA Executive Director Barbara DiMauro. “The judges gave it high marks for its creative approach but also for the effectiveness of the campaign in producing results,” continued DiMauro.
The campaign’s creative execution included telling Berkshire Bank’s diversity story through imagery of wallets instead of stock images of people. The message of the campaign is that it’s not about how much money you have, your ethnicity or your background. Berkshire Bank is leveling the playing field and providing everyone the same level of excellent service.
“When working with a socially responsible bank like Berkshire Bank, the challenge is to not just pay lip service to these initiatives, but to provide a creative treatment that encourages our audience to understand their importance on a deeper level,” notes Leverage Marketing Group CEO Tom Marks. “Winning this honor validates the strategy behind this campaign.”
“We were truly honored since our team worked so hard in adapting our values into an authentic, creative concept,” noted Mark Pedrotti, Senior Vice President, Director of Marketing at the Bank.
The Best Overall Campaign award was for financial institutions with assets exceeding $1 billion. The campaign included execution in television, digital, print, outdoor advertising and social media.
