CSB Banks On Change

Greenberg Seronick Crafts Image Makeover
BOSTON–In its first campaign for Cambridge Savings Bank, Greenberg Seronick O’Leary & Partners invites potential customers to “try on” the bank’s products and services, promising they’ll find the fit to be “the right size” for them.
A series of newspaper and radio ads use clothing labels and related references to dress up brand and product messages. One execution features a pair of blue jeans. The label reads: “Without the right fit, some things lose their purpose. The same holds true for banks. At Cambridge Savings Bank, we’re big enough to take care of your banking needs and small enough to take care of you.”
Another ad in the series offers a University of Massachusetts sweatshirt with this message on the label: “A home equity line of credit from Cambridge Savings Bank might be the right fit for you. Use it however you want and get up to 100% of the equity in your home.”
The new tagline, “The right size,” adorns all executions.
The campaign is breaking on radio stations and in community newspapers throughout Greater Boston and will likely run through the end of the year, said Alison Charello, vice president of marketing at the Cambridge, Mass., bank.
The revamped positioning crafted by Greenberg Seronick is intended to help Cambridge Savings Bank compete against larger competitors such as Fleet Financial Group and BankBoston, which have huge promotional budgets, as well as smaller community banks seeking to poach customers, Charello explained.
“We fall in the middle. It’s important for consumers to know we offer the same products as large banks, with reasonable prices and [more personalized] service,” she said.
Rick McHugh wrote the copy. Kevin Daley handled art direction. Gary Hush was the photographer. Gary Greenberg and Peter Seronick served as creative directors.
Boston-based Greenberg Seronick was awarded the Cambridge Savings Bank business, estimated to be worth about $1 million in annual billings, earlier this year after a review.
The agency’s previous category experience included creating ads for USTrust, a midsized bank now handled by Holland Mark Martin Edmund, also in Boston.
Cambridge Savings Bank, which has 11 branches and slightly more than $1 billion in assets under management, had previously handled its advertising in-house, using the tagline, “A good, solid bank since 1834.”