Eastern Bank

Brand Campaign

Eastern Bank is the largest and oldest mutual bank in the country. To become a truly memorable, differentiated brand, our campaign helped them establish a meaningful connection beyond products and services.

NEFMA 2018 JUFG Integrated
NEFMA 2018 JUFG Outdoor
NEFMA 2018 JUFG TV

Challenge

With its 200th anniversary right around the corner, Eastern Bank asked CTP to develop a new creative platform that would bring to life the brand's DNA while helping them stand out in a competitive sea of sameness by connecting with people on a deeper, more human level.

Idea

Eastern Bank has always been a brand with real purpose at its core. They are a powerhouse for volunteering and charity, giving on average 10 percent of yearly net income to charity since 1999. The bank has also long been a champion for civil rights and the LGBTQ community, a consistent advocate for gateway cities, and a supporter for economic growth as the #1 Small Business Administration lender in New England for eight years running.

Eastern’s brand purpose, “We do good things to help people prosper,” was the perfect jumping off point for the development of a creative platform that would also drive profitable growth and begin a movement by starting conversations around social responsibility.

Join Us For Good

The bold and uplifting campaign shines a spotlight on the people, businesses and organizations across New England that are doing things for the greater good. It showcases Eastern’s courageous advocacy in various social justice issues and invites others to do two things: join a bank invested in their financial success; and join a movement focused on building advocacy, embracing social responsibility, and helping improve equality in the communities Eastern Bank serves. Launched at a time when the world was hungry for good news, this campaign serves as an incredible source of goodwill and inspiration for everyone who experiences the brand.

Eastern Bank

Join Us For Good

The bold and uplifting campaign shines a spotlight on the people, businesses and organizations across New England that are doing things for the greater good. It showcases Eastern’s courageous advocacy in various social justice issues and invites others to do two things: join a bank invested in their financial success; and join a movement focused on building advocacy, embracing social responsibility, and helping improve equality in the communities Eastern Bank serves. Launched at a time when the world was hungry for good news, this campaign serves as an incredible source of goodwill and inspiration for everyone who experiences the brand.

Eastern Bank

Doing Good

Join Us For Good

Grow Together

Eastern Gives

Work Together

Creating A Visual Language

We captured images of real customers that were uplifting and hopeful, yet honest. As Eastern Bank serves a diverse population in the cities, towns and rural areas around Massachusetts and New Hampshire, we wanted to reflect those communities in our work. In this way, the campaign honored the people who are doing good as well as spotlighting the people who have benefited from the kindness and generosity of others.

Creating A Visual Language

We captured images of real customers that were uplifting and hopeful, yet honest. As Eastern Bank serves a diverse population in the cities, towns and rural areas around Massachusetts and New Hampshire, we wanted to reflect those communities in our work. In this way, the campaign honored the people who are doing good as well as spotlighting the people who have benefited from the kindness and generosity of others.

Outdoor

This fully integrated, cross-channel campaign rebranded Eastern both internally and externally, and was the largest such project in their history.

Eastern Bank
Eastern Bank

A Dynamic Digital Presence

A content-rich microsite, JoinUsForGood.com, allowed us to pay off the brand promise and create an ongoing destination where people could literally “Join Us for Good.” Fresh content each week showcased real stories, inspirational words and Eastern’s efforts to do good in the region. Online banners, homepage takeovers and paid social all drove to this destination site.

Introducing Our Partner For Good

Eastern solidified the perfect partnership with David Ortiz, as the “Official New England Bank of Big Papi.” We developed a lighthearted campaign series using David as our spokesperson to introduce Eastern Bank’s new mobile and desktop experience through online videos, a television spot, radio, digital banners and more.

Eastern Bank

Introducing Our Partner For Good

Eastern solidified the perfect partnership with David Ortiz, as the “Official New England Bank of Big Papi.” We developed a lighthearted campaign series using David as our spokesperson to introduce Eastern Bank’s new mobile and desktop experience through online videos, a television spot, radio, digital banners and more.

The Bottom Line

Join Us For Good helped Eastern Bank achieve some big milestones. A few highlights:

The Bottom Line

Join Us For Good helped Eastern Bank achieve some big milestones. A few highlights:

Biggest bump in aided and unaided awareness in over a decade

Increase in brand recall and brand favorability among core segments

10% percent lift for all product campaigns, year-over-year

And even more notably, Eastern delivered with a whopping 40% growth in net profit in 2017. Good indeed. And more good to come.

And even more notably, Eastern delivered with a whopping 40% growth in net profit in 2017. Good indeed. And more good to come.

Growth in Net Profit in 2017

%

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