Ally Bank Ad Campaign Targets Skeptics

Ally Bank, the direct banking subsidiary of Ally Financial Inc., launched a new advertising campaign Monday. It highlights its customer service approach and the ease of banking with Ally.

The latest ads illustrate Ally Bank’s understanding of innate consumer skepticism when it comes to banking, in general, and aim to debunk common misconceptions consumers may have about Ally’s direct banking model, in particular.

A common thread throughout the new campaign is the “Your Money Needs an Ally” tagline. The print ads will primarily emphasize Ally products and features, such as Ally’s Raise Your Rate CDs, as well as the Bank’s ability to offer better rates and no monthly maintenance fees to help customers grow savings faster.

The television and online video advertising illustrates interactions with call center representatives to demonstrate that an Ally customer can have a high-touch banking experience without a branch.

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An underlying theme is how Ally Bank’s direct banking model allows it to pass savings to customers through 24/7 customer service and no hidden fees.

Ally Bank used Grey New York for the advertising campaign, which encompasses broadcast, print and online placements.

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Rakesh Raman