MIDVALE, Utah — Ally Bank kicked off a new marketing campaign this week that highlights its customers' strong satisfaction with the institution's services.

In fact, the new campaign points to the institution's "open dialogue, cutting-edge products and customer-friendly services," according to management.

"Our customers understand what Ally Bank is about and appreciate the value proposition of live 24/7 customer service, combined with cutting-edge features and competitive rates," boasted Sanjay Gupta, chief marketing officer for Ally Financial.

"Our positive customer feedback and interaction are proof that customers can love their bank," he suggested.

Since the bank rebranded to Ally in May 2009, the company said it has seen an increase in retail deposits each quarter. At the same time, customer satisfaction of more than 90 percent reflects the high service the bank has delivered, officials contend.

The new advertising is designed to emphasize that Ally's customers "love" the bank.

"We hear from happy customers every day in social media and through customer service chat and phone calls. Our approach, to be straightforward, has clearly resonated," Gupta pointed out.

The company boasted that its services include:

—Live 24/7 Customer Service (online and by phone).

—10-Day Best Rate Guarantee.

—No monthly fees and no teaser rates.

—Consistent, competitive rates with no minimum deposits.

—Raise Your Rate and No Penalty CD.

—Internet Checking.

The campaign is designed to feature the "love theme" across TV, radio, print and online advertising.