Rockland Trust had a long history of forging strong bonds between employees and their customers – a great brand truth that was severely underleveraged. VOX developed a campaign highlighting these relationships. The following year, when other banks were eliminating free checking as a way to generate fee income, VOX helped Rockland Trust differentiate itself by creating "Freeness.” With Freeness, things that should be free stay free, especially free checking. An integrated campaign consisting of TV, radio, print, outdoor and online banners told the Freeness story. In just two months, the campaign yielded a 44% increase in new checking accounts.