CGN Promotes Online Banking for Chevy Chase

CGN Marketing & Creative Services has launched a $3 million multimedia campaign to introduce Chevy Chase Bank’s online banking services.

Designed and developed in tandem with Boston-based CGN’s interactive department, the offering allows customers to pay bills, transfer funds and check account balances online.

The bank, based in Chevy Chase, Md., has worked with CGN for approximately three years and spends at least $10 million annually on ads.

The goals of the campaign are simple: Attract online registrants and help the privately-held bank compete against larger, more established players, said CGN senior vice president Scott Madden.

Work includes print ads, radio spots, out-of-home executions, direct mail, online efforts and in-branch merchandising.

One print execution plays up the notion that online banking is secure by showing a security guard watching over a home computer. Billboards, bus cards and airport dioramas use “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 re-tains the positioning line, “Banking on your terms,” which was created by CGN.

“They’ve always been very customer-focused in all of their ads,” said Madden, adding that past executions have also used a “fun, friendly approach” to tout ease of use. Ads are running into early March.