Standing out in a bay of sameness.

Regional banks aren’t exactly known for pushing the envelope. It’s as if they set out to be uninteresting. So when we met with Chesapeake Bank, we painted a picture of their category with a “fizzle” reel of what other banks typically say in their marketing. And lo and behold, it worked. They bought into the idea of straying from the pack and making something that was genuinely human, as opposed to just saying it.

We discovered their secret sauce. And no, it’s not tartar.

After surveying some extensive research they’d done and interviewing about a dozen folks from bankers to customers, our big takeaway was how personable, charming and real they were. We wanted to blow this up and show Virginia what Chesapeake Bank was all about, but we had to do it without sounding like every other regional bank. Because as it so happens, that’s a pretty popular talking point.

Channeling the Chesapeake spirit.

We ultimately landed on the brand platform “The Chesapeake Way.” So what is the Chesapeake Way, you ask? In short, it’s owning how the bank’s personality comes through in how they do things. It’s taking the time to chat with customers about the tide that day, founding the first ever floating bank, or even greeting the occasional horse at the drive-thru. And by leaning into their name, plus their duck-infused, watery logo, we truly embraced their differences instead of just saying “different.”

Bringing the Way to the world.

For the brand spot, we enlisted the talent of the good folks at Easy Pete’s. Shot on real film, the spot exclusively features real Chesapeake Bank employees and their actual interests.

In print, we created six unique ads across four publications local to the bank’s markets. Maintaining a consistent look and conversational tone were key to the feeling that the reader is being spoken with (not spoken to) by an actual human being. We extended that approach to out-of-home, with billboards showcasing employees not just as bankers, but as square dancers and bowtie enthusiasts. You know, people stuff.

We brought that same look and feel to paid social, along with bold, simple digital ads that further define the voice of Chesapeake Bank.

Check back here to see how The Chesapeake Way nets out! 

Alright, bye now!