Beneficial Bank

Brand Strategy

TV

Print

Digital

OOH

Website Design

Branch Merchandising

Brand Guidelines

Today, bank marketing focuses on services. More branches, more ATMs, longer branch hours, online banking, mobile banking and even free checking. Unfortunately, competing on “more” is very expensive and won’t create a real difference for a brand.

At BouchezPage, when we encounter a category where most of the players are selling the same things in the same way we see an opportunity to stand out.

Beneficial Bank was founded in Philadelphia in 1853 by a Catholic priest to help immigrants do the right thing with their money. For over 160 years, through booms and busts, this local bank has survived and thrived by always adhering to this principle.

A local bank that tries to do the right thing? To us, that’s interesting. Especially when you consider the fact that consumers, both young and old, won’t soon forget the financial crisis of 2008…and they blame banks. Big, cold national banks.

This campaign focuses on attitude over services by offering what people have really wanted from their bank for decades — respect, trust, honesty, fairness and a real understanding of the people, businesses and communities of the Philadelphia area.

While we are proud of all of our work, we are especially fond of our Beneficial Bank work because it is, quite candidly, 100% true to the brand and the people who work there.

Beneficial Bank was founded in Philadelphia in 1853 by a Catholic priest to help immigrants do the right thing with their money. For 160 years, through booms and busts, this local bank has survived and thrived by always adhering to this principle.

 

A local bank that tries to do the right thing? To us, that’s interesting. Especially when you consider the fact that consumers, both young and old, won’t soon forget the financial crisis of 2008…and they blame banks. Big, cold national banks.

 

This campaign focuses on attitude over services by offering what people have really wanted from their bank for decades — respect, trust, honesty, fairness and a real understanding of the people, businesses and communities of the Philadelphia area.