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Lighthouse navigates web

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Direct Results Group faced an entirely virtual challenge in its introductory campaign for Lighthousebank.com.

The client "is a pure-play online bank—meaning there are no retail locations," said Jim Porter, senior vice president, account services at DRG, Boston.

"Number one, we wanted to introduce the bank; number two, we wanted to tell people why they would want to bank there," said Porter.

One of the first online banks chartered in the New England region, the Waltham, Mass.-based client employs print and radio advertising, along with direct and online executions, to get its message across.

Despite the bank's roots in cyberspace, DRG's efforts emphasize classic bank selling points, such as higher rates on checking and money market accounts. The bank's dot-com status is not over-stressed.

One radio spot features a courtroom scenario in which a lawyer for Lighthousebank cross examines "Miss Big Ripoff Bank" on the witness stand, questioning why the traditional bank she personifies doesn't offer the same high interest rates as Lighthousebank.com. Ads target consumers ages 30-54 with no online banking relationship.