Plan

Mechanics Savings Bank offers community banking services in Lewiston, Auburn and Windham Maine, three tricky media markets. Rinck executed a television concept that challenges and rewards the viewer to discover what “It” means the them. A second commercial will break mid-summer 2009.

Result

The banking footprint of Mechanics Savings Bank and Mechanics Private Bank straddle larger markets. The challenge was to target the most likely audiences within the budget. A frequency-based cable buy was able to lower the CPM to under $9/M.