BACKGROUND_
American Savings Bank wanted to make a statement.
ASB felt their brand perception needed to better align with who they were as a company and where they wanted to be in the future. MVNP pitched and won the American Savings Bank account to help them in their brand evolution.
INSIGHT_
Community is at the heart of ASB
Unlike larger Hawaii banks, ASB reinvested their customers' money directly back into Hawaii's communities. Their support for local businesses, understanding of locals' unique financial challenges, and commitment to technology to make banking easier for their customers needed to be communicated in a fresh and impactful way.
SOLUTION_
Let’s build a better community together.
We created dynamic broadcast and online video spots that captured ASB’s commitment to the local communities they serve. Shot in an authentic and grounded way, framed in phone screen shapes to reinforce a digital vision, and spoken from the personal voices of ASB’s employees, these spots helped to reinvigorate the American Savings Bank brand and differentiate them from their competitors.
RESULTS_
- Total unaided mention of ASB experienced a significant increase, more than any other Hawaii bank, between 2023 and 2024.
- ASB tied for the highest rating in terms of “supporting the community and environment,” a notable increase from last year.
CHANNELS_
TV, Social Media, Out of Home, Digital
MVNP’S ROLES_
Creative Development, Digital, Production, Account Management
