Media > Use of Media
COOL IN YOUR CODE
THE CONCEPT FARM, New York / THE BANK OF NEW YORK / 2006
Overview
Credits
OVERVIEW
Audience
Three primetime CiNYC airings on WNYE, reaching 7+ million homes in New York DMA. Nielsen ratings of .3-.4, better than E!, Discovery and A&E at the CPM. The show has become a magnet for complementary free media. METRO Newspaper runs a weekly full page editorial on CiNYC (weekly bonus audience of 600,000), free NYC Bus Shelter advertising, streaming live broadcast on the web and part of Google local video network.
CommunicationGoal
The Bank of New York (BNY) was facing domination by America’s largest bank, Bank of America (BofA), because BofA’s purchase of Fleet gave them an advantage in branches and ad spend. With the second largest branch network, but only 5% of the advertising voice, BNY needed innovation to stand out.
Effectiveness
Business is up 12%. Consumer and small Business gains. Significantly increased consumer awareness. Increased employee morale and excitement. Complementary “Bonus” media increased audience delivery by 50%. In-branch merchandising surge. 2006 marketing budgets increased by 40%. The Buzz of 2 Emmy Awards. BNY is a re-energized part of NYC communities.
Implementation
The show, written and produced by The Concept Farm, is hot entertainment, winner of 2 Emmy awards and the most nominated (5) entertainment series in NYC. The bank’s sponsorship includes opening and closing billboards; two :30 spots; inclusion in station show promos and 3-4 minute BNY “Cash Code” segments. Cash Code is an entertaining BNY customer shopping spree which includes local participation of branch managers, local residents and local BNY small business clients.
MediaStrategy
We re-energized BNY with new advertising that made emotional connections with hard-hitting product offers. We developed a unique affordable environment in which we could stand out and leverage the localness and longevity of the bank’s 222-year New York presence. We created a proprietary multi-tiered media property by (1) aligning with an underutilised media vehicle (Municipal NYC Television) (2) creating a bespoke half-hour weekly television show that celebrates what’s cool in New York zip codes – “Cool In Your Code” (3) embedding Brand Content into the show and (4) making The Bank title sponsor and local "hero."
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