Columbia Bank TV Campaign.

• Position: ABAMN 2006 Financial Marketing Awards: First Place, Humor, Asset Size of $500 Million to $1 Billion - Brief article

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Institution: Columbia Banking System Inc., Tacoma, Wash.

Assets: $2.3 billion

Agency: Hadley-Green

This TV campaign was created to increase awareness and preference for the bank.

Two of the three spots focus on customers of other banks who are unhappy with their banking relationship--which is the #1 reason that customers switch to a new bank.

The third spot focuses on all the litany of services provided by Columbia Bank, making light of the fact that a "local" bank can provide all the business products and services that the national banks do.

During the year in which the spots were run, the bank increased deposits by over 20 percent.

Television:

In this TV spot, a...