TBC Plays Up Provident’s Personal Touch

ATLANTA Trahan Burden & Charles is set to launch its latest work for Provident Bank that furthers its previous “What can we do for you?” campaign, according to the shop.

Baltimore-based TBC said it has developed two 30-second television spots that convey the local institution’s commitment to relationship banking. The agency, which has held the account since 1991, added that the focus of the new campaign is to communicate Provident’s products and services and differentiate the brand through its level of personalized service.

“Our goal is to ensure that Provident Bank is the top choice for consumers and businesses looking to begin and evolve meaningful, personal banking relationships,” said Allan Charles, president and chief creative officer at TBC.

“Jane’s Bank” follows a woman during a visit to the bank. She has a personalized parking space and bank employees, who wear nametags that read “Jane’s Bank,” seem to be waiting just to greet her. Upon leaving, the woman looks up, sees the bank’s sign and seems to rejoice as a voiceover explains that banking at Provident is the next best thing to having one’s own bank.

A male-oriented spot repeats the plot as a man pulls into his personalized parking spot in “Bill’s Bank.” Staffers greet him with enthusiasm and as he leaves, he glances up and reads the Provident Bank sign.

“The commercials do an excellent job of carving out what we call ‘The Provident distinction,’ ” said Lillian Kilroy, managing director of marketing and public relations for the client. “Provident is unique in that it gives its customers a small bank personality with big bank possibilities.”

TBC said that the new campaign, which launches later this month, is a departure from earlier Provident ads. The spots tell the story of a bank that knows and relates to its customers, according to the agency.

The media buy includes local television stations in Baltimore and Washington, D.C., as well as cable venues such as CNN, the History Channel, HGTV and Fox News Channel.

Campaign spending was not disclosed.