Genuine stories fuel a sense of connection.
The core values of Mechanics Bank were perfectly aligned with a shift in public sentiment toward community banking. During a time when there was much dissatisfaction with Wall Street and “big banks,” this community-based bank sought to gain new customers from those looking to change their financial institution. The public was desperate for a bank to trust. It was a prime opportunity to state out loud—with genuine conviction—that the values of Mechanics Bank have served customers well for more than a century and through many economic cycles, creating lasting relationships with its customers.
Objective:
To drive awareness of Mechanics Bank as the preferred community bank for the Bay Area and Sacramento and to educate consumers on the Bank’s core values with messaging that’s honest, memorable and believable. To create a linkage between customers’ values and those of the Bank and drive home the importance of that linkage.
Solution:
The Bank has long recognized the value of client relationships and had a group of vocal advocates from among its base of clients. The “I’m a Mechanic” campaign leverages positive customer experience, the most important decision criterion in selecting a bank.
Raw materials for all channels—television, print, radio, outdoor and web—were recorded simultaneously, contributing to production efficiencies.
Genuine tone and memorable “I’m a Mechanic” theme contributed to expanded awareness and conveyed an appealing sense of connection. This creative approach celebrates the value of relationship and the personal service Mechanics Bank delivers.
Communications drive to a microsite that focuses on the customers, their stories and shared values.
Result:
Cohesive and memorable image campaign that successfully increased awareness of the Bank while reinforcing positive associations among current customers.
Average viewing time on campaign microsite was 2.5 minutes, and average page views were 3 pages, which indicates people were watching the videos and engaged in the stories.
Web visits doubled and page views increased when TV was broadcast during the Opening Ceremony of the Olympics.
