Only 12
months after launching its ‘Love’ campaign, US online bank, Ally,
has changed tack.
Ally Bank has rolled out an
ad campaign focused on the notion of ‘people sense’ – the idea that
the bank is centred on doing right by customers.
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Promoting the ad tagline ‘No
nonsense. Just people sense’, an integrated marketing campaign
incorporating print, radio, online and outdoor advertising kicked
off on 19 September.
The banking arm of GMAC
rebranded itself to Ally in 2009 in an effort to distance itself
from its troubled General Motors parent.
Ally chief marketing officer
Sanjay Gupta, said: “The fundamental message we hope to convey to
customers is that they don’t have to accept ‘nonsense’ from their
bank. They can choose a bank that offers something
better.
“Features like no monthly maintenance fees, 24/7 live
customer service, flexible products like the Raise Your Rate CDs
and features that give back to customers. Our debit card rewards
programme Ally Perks just make ‘people sense’.”
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By GlobalData
