Jerry Seinfeld will return in another ad campaign for the Greater Building Society as it seeks to replicate the success of their “Ask a Greater Customer” campaign.
The Greater Building Society chief executive officer Don Magin said that the campaign had achieved its aim of raising the profile of the Greater and had started contributing to the Society’s ongoing growth.
The Greater attributes an increase in brand awareness of 19 percent to the “Ask a Greater Customer” campaign. Independent research* also showed that, in the Greater’s area of operations, its commercials have the best recall of any financial institution (Greater 23.7%, AAMI 13.2%, CBA 12.4%).*
“Reserve Bank statistics indicate that over the past few months the Greater’s credit growth has exceeded the average of the banks by approximately 10 percent,” Mr Magin said.
“The Greater’s net loan approvals in 2009/10 grew by 12.5% on the previous year, despite the dominance of the major banks and the impact of the global financial crisis on consumer confidence,” he said.
“The Greater’s Seinfeld campaign is a smart, strategic investment in the future of the Greater for the benefit of current and future members.
“We are taking on the major banks to ensure there is greater competition and choice for consumers.”
The Greater Building Society sees the value in using Jerry Seinfeld as going beyond the ads themselves, with the building society estimating that it received more than $2million in free publicity before the commercials went to air.
