Harris Financial announced a new advertising initiative that will drive home its "here to help" message to millions of customers and prospects. The campaign debuted 9/7 during the Chicago Bears’ season opening game against the Indianapolis Colts on NBC’s Sunday Night Football.
"We understand consumers are anxious and looking for a bank that will help them manage through the complexity of today’s economic and banking environment, by providing them with the information and advice they need to feel confident," said Justine Fedak, SVP and head of Marketing at Harris. "The ads are about regular life and demonstrate that Harris is committed to helping in ways that are unexpected while also providing clarity to our customers at the times they need it most — something we have been doing for over a century in Chicago."
Television is the cornerstone of Harris’ extensive, integrated campaign, which includes radio, digital, and print advertising. Customers will also notice outdoor messages on trains and train platforms, billboards, taxi toppers, Chicago Transit Authority cars, and high-visibility windows in downtown Chicago.
All told, Harris expects to reach 95 percent of its core audience through the campaign and deliver more than 400 million brand impressions.
The television component will deliver Harris messages 60-to-90 times each week across CBS, ABC, NBC, FOX and WGN, plus popular cable networks including ESPN and CNN. The ads will appear during major news and sports
broadcasts as well as top-rated programs such as CSI, Dancing with the Stars and The Late Show with David Letterman.
"What’s exciting and unique about this is the TV spots grew out of the print and outdoor we’ve established over the past few years. So out-of-home, transit and print ads actually star in the TV spots," said Alan Spindle, Creative Director at Element79 Partners.