Agency: Target Marketing & Communications |
Capital G Bank – We're Gifferent
Silver: Canadian Success Outside Canada
EXECUTIVE SUMMARY
Business Results Period (Consecutive Months): November 2006 to February 2007 (4 months)Start of Advertising/Communication Effort: November 2006Base Period for Comparison: October 20061
Capital G Bank is a small, independent retail bank in Bermuda. In mid-2006, Capital G asked Target to help them launch its online banking product. But we immediately recognized that the challenge was much larger. Capital G had low market share. Further, most Bermudians had no understanding of how Capital G differed from its competitors.1...