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Ally Bank Kicks the Asterisks in New Campaign


Online bank champions straightforward approach

CHARLOTTE, N.C. -– Ally Bank has kicked off a marketing and advertising campaign that empathizes with bank customers who are fed up with fine print, hidden fees and teaser rates.

Ally Bank offers a variety of unique savings products, including no-penalty certificates of deposit, 24/7 access to a live customer service person and a commitment to leading saving rates.

“The world doesn’t need another bank, it needs a better bank,” said Sanjay Gupta, chief marketing officer. “We recognize that there are pain points associated with the traditional banking process. This campaign highlights the areas of banking that are unfair to consumers and offers an attractive savings alternative.”

The campaign, which includes television, print, and digital advertising is delivered with an intelligent wit, touting Ally Bank’s fresh new products and services. The television campaign features children as the arbiters of truth to illustrate the absurdity of bank practices in real life situations. This candid approach is carried through in clean, graphic print and digital ads which simply and clearly challenge traditional banking practices and policies – a unique perspective in the landscape of bank advertising.

Ally Bank eliminates the asterisks that usually signal confusing jargon or legalese, delivering information in a clear, straightforward manner. Additionally, the campaign showcases Ally’s differentiated saving products and services, such as a rate comparison tool right on the online bank site, and sleeping money alerts which notify customers when their money can be earning more.

“The new name itself, Ally, conveys an alliance with the customer – simple and positive, not stiff and traditional,” said Vinoo Vijay, brand and product marketing executive. “Our campaign, like our brand, is highly differentiated from anything in the marketplace. We want to capture the customer’s attention, but educate them to think differently about banking. Our marketing reflects the truly better customer experience we plan to deliver through Ally Bank.”

GMAC’s advertising agency for this campaign was BBH New York.


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