Belmont Savings Running Commercials Highlighting Customer Service

Photo: Jamie, an employee at Belmont Savings Bank who is part of a commercial campaign by the bank.

If the people in the commercials being aired during televised Boston Red Sox games looks familiar, they probably are. And you likely saw them working for Belmont’s own savings bank.

That because Belmont Savings Bank launched last week an employee-driven TV/video campaign aimed at demonstrating their commitment to personalized customer service.

As part of the campaign, created by Boathouse Group in Waltham, the bank will begin airing a series of commercials featuring employees offering personable, active and knowledgeable customer service.

“By offering commercials focused on our actual colleagues, we capture the personalities driving our bank and connecting us to the community,” said Bob Mahoney, President and CEO of Belmont Savings Bank.

“These commercials highlight our greatest asset – our people – and what makes banking at Belmont Savings such a uniquely local, and professional, experience.”

The commercials spotlight different employees, with each colleague sharing their personal commitment to their customers and why working in community banking matters to them.  This is the latest innovation from Belmont Savings designed to contrast the bank from the traditional banking campaign which often relies on actors playing bankers.

“With these commercials, we present our employees’ unscripted, passionate responses to why they love working with customers, a contrast to the way big banks traditionally operate,” said Hal Tovin, Executive Vice President and Chief Operating Officer of Belmont Savings Bank.

As the brainchild of Boathouse, the campaign is the result of the agency’s collaborative relationship with bank. The settings for the commercials include the bank’s bustling supermarket in-store branches and even the homes of several employees.

“We believe the Belmont Savings team approaches banking the right way, demonstrating genuine understanding of their customers in the communities they serve,” said John Connors, founder of Boathouse Group.

The commercials began airing Thursday, March 26 in the markets north and west of Boston using Comcast spotlight. The spots will be viewable on the following stations: AMC, TBS, MTV, ESPN, Discover, Brave, LMN, ABC Family, and on NESN during telecasts of the Boston Red Sox.


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