Regency Savings Bank FSB is a regional financial institution with branch locations throughout the Chicago metropolitan area.
Most banks sell similar products at similar rates as determined by the federal government. Our assignment was to find something to set the bank apart from its competition. We settled on two things: the quality of customer service, and the ease of delivering the product to the customer. Over time we produced several advertising campaigns aimed at different market segments with the same demographic area: one was aimed at the general consumer, and another a the home buying audience.