Talent Scouting & Management
Complete On-Location and In-Studio Production
The primary objectives of this project were to educate the existing bank customers about the additional banking services they provide, attract new customers, and specifically target a younger audience by broadcasting the commercials during football games aired on weekends. With this in mind, the TFG video team brainstormed three commercial concepts that would be presented to the leadership team at BayCoast Bank, where they narrowed it down to one. From here, TFG’s Video Creative Director, Justin wrote the script, planning out the main narrative of the production as well as the camera shots. The first commercial of the series focuses on the revolutionary patriot character being educated by the bank tellers about BayCoast Bank and their devotion to giving back to the community, as well as their other services. The second centers around their ITMs or “Interactive Teller Machines” which are different from ATMs in that they have live tellers on the other end at their headquarters. The setup for the shooting day was relatively simple. The majority of the first commercial took place in one location, with just one final shot being away from the first set. The second commercial was similar in that it also took place mostly in one location, however this commercial was a bit more complicated as it featured more camera angles that had to be transitioned between.
In a study conducted by RAM, Research and Analysis of Media, to measure engagement and effectiveness of BayCoast Bank commercials on WPRI, 49% of respondents said that they recalled seeing the BayCoast Bank advertisement, which is slightly above the U.S. commercial average. 62% said the ad presented a fresh approach and 21% said that would recommend the advertiser as a result of the ad.
We were looking for a team of creative professionals to help us create 30 second ads for television, online, and strategic partnerships . The Franchise Group provided multiple options with the goal of driving brand awareness; differentiating us from our competition. We are very happy with the final products they have created. The team is very efficient, collaborative, and the production levels are equivalent to large national advertising firms. – Robert Bergdoll, SVP Chief Marketing Officer