CHICAGO KeyBank is urging consumers to create their own "save days" in a new campaign from Cramer-Krasselt.
The effort, which launches this week, includes two 15-second television spots, print and out-of-home advertising. A print ad begins: "One day a week, (doesn't matter which day, just pick one), let's try not to spend any money. Let's take the $1.79 we save here and the $3.50 there and put it in savings. It's just a little bit now, but over time, a little bit adds up."
A TV spot shows a calendar being filled in like a receipt with items and the amount spent on them for each day. As the week goes on, Thursday is left blank with a "$0." A voiceover asks, "When's your save day? When you take the money you would have spent, and don't. Because over time, a little adds up," says a voiceover.
The tactic is intended to run upstream from other bank advertising, which tends to focus on big-picture dreams, said Karen Seaman, the agency's general manager.
"We didn't want the ads to talk to consumers in terms of a luxurious retirement or a lavish wedding when a large part of the country has a tough time simply making ends meet," Seaman said in a statement. "No other bank talks to consumers in a realistic way, and we wanted to fill the void."
The independent Chicago agency won KeyBank's creative account last March after a review. Media planning is handled in-house, while buying is handled by Omnicom's PHD.
Cleveland-based KeyBank will spend more than $10 million on the effort, according to the agency.