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New Clients, New Markets for Cronin
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Business New Haven
9/4/2000
By: Tammy Rachau
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GLASTONBURY - A new television advertising campaign for NYCE Corp., produced by Cronin & Co., was recently released. The 30-second television spot will air in 16 markets across the Midwest. The campaign is designed to promote the NYCE brand in new markets following the merger of NYCE and Magic Line, the two largest electronic-payment companies in the Northeast and Midwest, respectively.
The NYCE TV spot, entitled “Now This Is NYCE,” portrays two women leisurely driving a convertible through a Midwestern town, their heads nodding gently in synch to themed music. Stopping at retail locations where they see “nice” items, they use their NYCE-branded ATM cards to pay for a myriad of purchases. They continue on their way, enjoying their shopping spree and quickly filling their car with merchandise. Eventually, the women meet up with two men doing the same.
“The style and energy of the spot reinforces how fast and easy it is to make purchases with your ATM card,” explained Steve Wolfberg, executive vice president and creative director at Cronin. “This spot is all about brand recognition. We say the brand's name 13 times in the spot in a fun and surprising way."
The spot will also use the new NYCE tagline, “It's fast, it's easy - it's NYCE.” During the eight-week campaign, the spot will air throughout all of Michigan, most of Indiana and downstate Illinois. The goal is to transition the NYCE brand into the market over the next two years.
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