More NewsFleet Kicks Off Campaign for Online Banking

Fleet Kicks Off Campaign for Online Banking

Financial services firm Fleet tries to draw customers to its onlinebanking application.

In a push to draw customers to its online banking and investing capabilities, Fleet on Monday launched an $18 million dollar integrated advertising campaign.

The campaign begins in the Northeast this week and uses TV, radio, print, outdoor, Web, point of sale, and direct response ads.

The creative message, designed by Hill, Holliday, Connors, Cosmopolus, shows how Fleet HomeLink users can save time by using the service. Some of the ads use a baseball theme, which reinforces Fleet’s sponsorship of Major League Baseball.

The campaign will feature 30-second TV spots, 60-second radio spots, and print and outdoor ads in the New York metro area, central New Jersey, and Boston.

Since its merger with BankBoston, Fleet is seeking to introduce HomeLink to new customers and existing customers who previously had access to Fleet Web Banking or BankBoston’s HomeLink.

“The advertising strategy is focused on building strong brand awareness for HomeLink as well as communicating the benefits of online banking and investing in general while subtly weaving in our relationship with Major League Baseball,” said Anne Finucane, executive vice president and director of marketing and corporate communications at Fleet.

Related Articles

GDPR: The role of technology in data compliance

Data & Analytics GDPR: The role of technology in data compliance

3w Clark Boyd
What companies can learn from the We-Vibe lawsuit about the Internet of Things

Legal & Regulatory What companies can learn from the We-Vibe lawsuit about the Internet of Things

8m Al Roberts
Has advertising arrived on Google Home?

Media Has advertising arrived on Google Home?

8m Al Roberts
Is Twitter slowly dying?

More News Is Twitter slowly dying?

9m Al Roberts
FedEx launches fulfillment service to take on Amazon

Ecommerce FedEx launches fulfillment service to take on Amazon

9m Al Roberts
Target is the top retail digital marketer, so why is it struggling?

Ecommerce Target is the top retail digital marketer, so why is it struggling?

8m Al Roberts
YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

More News YouTube is "on pace to eclipse TV" thanks to savvy algorithm use

9m Al Roberts
YouTube is getting rid of 30-second unskippable pre-roll ads

Ad Industry Metrics YouTube is getting rid of 30-second unskippable pre-roll ads

9m Al Roberts