ABA Financial Marketing Awards.

• Position: IDEA BANK - Broadway Bank - Bank of Guam

Reader's Guide

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. Included in each issue are some of the winners of the most recent ABA Financial Marketing Awards hosted by the ABA Marketing Network. The names of all financial institutions or advertising and communications agencies are included where appropriate.

Winner

Humor; Asset Size: $1 Billion to $5 Billion

Personals Ad Campaign

Institution: Broadway Bank, San Antonio, Texas

Agency: The Lee Group

As the economy brought much "doom and gloom," many banks reacted with messages of strength and stability. To stand out from the pack, Broadway Bank developed a lighter approach to attract attention and communicate key messages.

The purpose of Broadway Bank's "Personals" campaign was to position the bank as one of the largest independent banks in the region and as a strong, safe place to bank.

[ILLUSTRATION OMITTED]

The bank designed a series of newspaper ads to look like personal ads. Significant white space was left around the ads to help make them stand out. Radio spots using the same light humor complemented the print ads.

During the three-month campaign, assets increased by nearly $110 million (5.9 percent), deposits increased by $137 million (8.5 percent), and net loans increased by $41 million (3.9 percent).

[ILLUSTRATION OMITTED]

Humor; Asset Size: $500 Million to $1 Billion

Student-Produced TV Ads

Institution: Bank of Guam, Hagatna, Guam

High school and college students were given the opportunity to create 30-second television ads that the hank could use to promote its services and products.

There were three goals: To give the bank creative ways to stretch its advertising dollars; to maintain its strong community presence; and to identify young media talent.

The result was 46 submissions, some of which were very funny.

A $2,000 prize was awarded to the first place winner. Lesser cash prizes were given to second and third place as well as honorable mention.

Cash Prizes were given to the top three winners and was awarded as follows: $2,000 First Prize, $1,000 Second Prize; $500; Third Prize; $500 Bonus Category Prize. Because of the quality of the submissions presented, two "Honorable Mention" categories were created and the winners given each $250.

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

[ILLUSTRATION OMITTED]

...