CGN Marketing & Creative Services has launched a marketing campaign to introduce Chevy Chase Bank's online services.
Designed and developed in tandem with Boston-based CGN's interactive group, the offering allows customers to pay bills, transfer funds and check account balances online.
The Chevy Chase, Md., client, which has worked with CGN for three years, will spend an estimated$3 million on the effort.
The campaign's goals are simple: attract online registrants and help the privately held bank compete against larger, more established players, said CGN senior vice president Scott Madden.
The effort will include print work, radio spots, out-of-home executions, direct mail, online advertising and in-branch merchandising.
The ads will run into early March, with print appearing in publications such as the Washington Post and the Baltimore Sun. Radio spots will air on stations in Maryland markets.
One print ad plays up the notion that online banking is safeguarded by showing a vigilant security guard watching over a home computer.
Outdoor work uses "before and after" imagery to emphasize that online banking is so quick and easy that customers can bank while making toast or popcorn.
Radio introduces characters who prefer not to leave the house to bank, such as a vampire, Elvis and the Three Little Pigs.
The campaign retains the positioning line: "Banking on your terms."