Checking accounts with an attitude.

• Position: Customer Acquisition - Susquehanna Bank - Brief article

The bank, with 261 branches in the Mid-Atlantic region, wanted to make a major push this year to accelerate the growth of new checking account relationships. Since "free checking" accounts appeal to a wide audience, the bank wanted to develop a free checking campaign that started in the first quarter.

While trying to figure out how to effectively differentiate this initiative from other peer banks focused on checking growth, (and that includes most of them out there), the agency proposed the notion of a consumer choosing a bank because of its "attitude" not its products.

The agency developed the mantra "Because every dollar counts." to speak to the banks understanding of the challenges consumers face in the...