Biddeford Savings Blows up Bank Fees

Biddeford Savings Bank came to Ethos with a long established history as a mutual bank. The trouble was not enough people knew what ‘mutual’ meant – or what the benefit was.

Together, Ethos and Biddeford Savings built an awareness campaign that leveraged some of the bank’s existing strengths and practices, and added a few extras designed to attract new customers in new markets. The “Treating Customers Like Owners” brand promise was led by Monty, a cheerful, animated little fellow who quickly became a customer favorite, due to his predilection for blowing up ‘big bank’ fees.  ‘Share the profits banking’ became a household phrase among customers as the Mutual Rewards product suite paid out annual profit sharing bonuses based on each customer’s total relationship. Treating customers like owners…now that’s a whole new equation.