Colors: Best of the best: ABAMN 2005 AD Awards Contest.

• Position: TV Single - Boathouse Group designed the television campaign for Middlesex Savings Bank - Brief article

Institution: Middlesex Savings Bank, Natick, Mass.

Assets: $3.1 billion; 21 retail and four commercial banking locations

Agency: Boathouse Group Inc., Waltham, Mass.

This TV ad was part of a multimedia campaign that had two purposes: (1) to build brand awareness, and (2) to increase high-value, transactional relationship accounts. Other media used in the campaign included print, radio, transit signage, direct mail and online banner ads.

The campaign ran for eight weeks.

Following the campaign, the bank's unaided awareness among consumers rose from 25 percent to 37 percent. The effort also attracted $80 million in new balances in relationship checking households.

Primary research was critical in identifying the...