It can be a challenge for a small, community bank to compete against larger rivals in a major metropolitan market. That was the situation facing Peoples Federal Savings Bank of Greater Boston, MA. Research showed the importance of bringing in younger consumers to the bank’s long-term future, and it turned to Comcast Spotlight to reach those prospective customers on multiple screens.
Peoples Federal was able to concentrate its marketing efforts in the specific Comcast Spotlight zones where the bank’s branches were competing for customers. To reach the 18-to-49-year-old audience, television advertising included networks like AMC, ABC Family, Bravo, Cartoon Network, Comedy Central, E!, FX, Lifetime, MTV, Syfy, TBS and TNT along with a heavy dose of sports: Celtics, Bruins and Red Sox coverage plus ESPN’s Monday Night Football. Additional targeted impressions and exposure came from pre-roll video, in-banner video and e-mail center advertising on XFINITY.com. Featuring the same video as the bank’s TV advertising, the ads also included links to learn about services such as free checking and mortgage loans..
Peoples Federal checking account sales increased by 250%. In addition, household penetration by branch increased one percentage point. In keeping with the bank’s goal, those accounts were also opened by younger consumers: an average age of 41, a year younger than the market average, and 16 years younger than the average age of the bank’s existing clients before the campaign began. "Multi-screen advertising broke through the competitive clutter and gained the attention of an important demographic to generate a sustained lift in sales volume.”