Commerce Bank have created an empathic advertising campaign, supposedly especially focused on increasing their awareness and visibility among an audience of potential clients made up of young couples and families. The touching approach used to design the commercials transforms them into something quite close to an enjoyable brand entertainment content.
Commerce Bank clearly aim to focus on engaging the target of young couples and young families and quite evidently their goal is to start from understanding the important needs of this audience. Organise a wedding, buy a house and transform it in “home”, become parents… in the advertising campaign the brand have highlighted some of the keystone moments of being a young adult picturing the funny, crazy, happy situations with splendid emotional images. Then, to spread their message and clarify their role, they have added to that a simple statement “The best moments in life come with the biggest financial challenges. Let us help with those challenges so you can focus on the good stuff”, or a variation on this theme.
Over the joyful images, that statement is soft, discrete, reassuring and the message appears as balanced as the emotions produced. Each video is an enjoyable playlist of candid camera style clips, so that can be seen almost as an audiovisual serial content and that raises value in terms of brand awareness. A very well done job, especially considering the market sector, don’t you think?
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