Ally Bank launches multimedia campaign


Ally Bank, the direct banking subsidiary of Ally Financial, launched a new campaign via Grey New York, which includes broadcast, print and online.

The effort highlights its customer service approach and the ease of banking with Ally. The latest ads illustrate Ally Bank’s understanding of innate consumer skepticism when it comes to banking, in general, and aim to debunk common misconceptions consumers may have about Ally’s direct banking model, in particular.

“When customers come to Ally Bank, they tend to stay with us because of our commitment to offering leading customer service and innovative products and features,” said Diane Morais, deposits and line of business integration executive for Ally Bank. “Still, we know there are consumers that may be hesitant to try a new banking experience, and this campaign tackles some of the questions that may exist when considering a direct bank.”

A common thread throughout the new campaign is the “Your Money Needs an Ally” tagline. The print ads will primarily emphasize Ally products and features, such as Ally’s Raise Your Rate CDs, as well as the Bank’s ability to offer consistently great rates and no monthly maintenance fees to help customers grow savings faster. The television and online video advertising illustrates interactions with call center representatives to demonstrate that an Ally customer can have a high-touch banking experience without a branch. An underlying theme is how Ally Bank’s direct banking model allows it to pass savings to customers through 24/7 customer service and no hidden fees.