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Tracey Kick Starts Housepower

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Tracey/Edwards has launched a multimedia campaign supporting Plymouth Savings Bank's online offering for home buyers, Housepower.com.

The service allows customers to find out how much they can afford to pay for a home and calculate an estimated mortgage payment in minutes.

The Manchester, N.H.-based agency is touting the site through print, radio and point-of-purchase executions. The shop also created collateral materials and a logo for Housepower. The Budget for the campaign was not disclosed.

"We wanted to brand Housepower separately from Plymouth Savings Bank, as a sub-brand," said Josh Weinstein, creative director at the 18-person agency, which also has a Boston office. "We wanted to position Housepower as the smart place to go," said Weinstein. The Housepower tagline is "Smart. Fast." The overall positioning line for Plymouth Savings Bank is "Big bank products, small bank caring."

Print executions, which emphasize speed, show a businessman zooming in on a package marked Housepower. Copy reads, "Housepower isn't just fast, it's smart. Getting pre-approved gives you bargaining power with sellers, and if you are a current Plymouth Savings Bank mortgage customer, Housepower's streamline purchase and streamline refinance features mean less time and paperwork for you."