Harris has announced a new advertising initiative that will drive home the bank’s “here to help” message to millions of customers and prospects. The campaign is slated to debut Sunday, September 7, during the Chicago Bears’ season opening game against the Indianapolis Colts on NBC’s Sunday Night Football.
“We understand consumers are anxious and looking for a bank that will help them manage through the complexity of today’s economic and banking environment, by providing them with the information and advice they need to feel confident,” said Justine Fedak, Senior Vice President and head of Marketing at Harris. “The ads are about regular life and demonstrate that Harris is committed to helping in ways that are unexpected while also providing clarity to our customers at the times they need it most -something we have been doing for over a century in Chicago.”
Television is the cornerstone of Harris’ extensive, integrated campaign, which includes radio, digital, and print advertising. Customers will also notice outdoor messages on trains and train platforms, billboards, taxi toppers, Chicago Transit Authority cars, and high-visibility windows in downtown Chicago.
All told, Harris expects to reach 95 percent of its core audience through the campaign and deliver more than 400 million brand impressions. The television component will deliver Harris messages 60-to-90 times each week across CBS, ABC, NBC, FOX and WGN, plus popular cable networks including ESPN and CNN. The ads will appear during major news and sports broadcasts as well as top-rated programs such as CSI, Dancing with the Stars and The Late Show with David Letterman.
The new campaign is an extension of Harris’ help-themed message, which has been running in the bank’s markets over the past two years. “What’s exciting and unique about this is the TV spots grew out of the print and outdoor we’ve established over the past few years. So out-of-home, transit and print ads actually star in the TV spots,” said Alan Spindle, Creative Director at Element79 Partners.
Harris has continued to increase its visibility in the communities it serves over the last few years. In 2007, Harris became the season presenting sponsor and “Official Bank” of the Chicago Bulls. The bank also proudly sponsors the Chicago Blackhawks and the Magnificent Mile Lights Festival. Additionally, Harris recently sponsored the creation of an
exclusive club for fans to experience Chicago Bulls and Chicago Blackhawks games– the Harris Club, which opened this summer at the United Center.
Chicago-based Element 79 is well known for the high profile “Is it in You” Gatorade campaign, the latest incarnation of which was the wildly successful “Ballgirl” viral video which garnered national attention from all news media and generated amazing internet pass along viewership.
Harris is an integrated financial service organization providing more than 1 million personal, business and corporate clients with banking, lending, investing and wealth management solutions. The organization is a member of the BMO Financial Group (NYSE, TSX: BMO), which also provides corporate and investment banking services in the U.S. under the BMO Capital Markets name.