Branding/product promotion.

• Position: IDEA BANK

Bank Reminds Customers: 'We're Here'

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Institution: Frost Bank, San Antonio, Texas

Asset size: $23.1 million

Agency: McGarrah Jessee, Austin, Texas

In conjunction with its recently launched mobile banking app for Phone, the bank created an integrated advertising campaign highlighting the bank's ability to offer a combination of technology and convenience while maintaining its tradition of giving a high level of personal service.

The campaign was based on research showing that consumers, particularly in the 25-35 demographic, are willing to forgo service in favor of the ease and immediacy that technology can provide when it comes to banking. Frost says that it was not that consumers didn't find service important--they do--it's that they haven't been offered everything together before.

That presented both a challenge and a significant opportunity for Frost. Many banks are touting ease of accessibility, but Frost felt that it was in a unique position to equally deliver that plus extraordinary service, so that customers don't ever get shortchanged on any part of the banking experience.

Frost has made significant investments in its online and mobile banking capabilities and has been aggressively expanding its ATM networks. In addition, the bank created a look and feel that is consistent across all of those platforms and a user experience anchored in the bank's tradition of highly personal customer service.

The ad campaign, which includes television, print, radio, outdoor, online and mobile components, follows that pattern, highlighting convenience and functionality, but always wrapped in the idea that even though there are new ways to deal with the bank, Frost has not lost its human touch.

The new ads...