Control Freak Campaign.

• Position: Brief article

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Institution: First Independent Bank, Billings, Mont.

The Control Freak Campaign was designed to promote the bank's new checking account in which customers choose features and benefits they wanted.

The ad campaign targets young professionals and families. At the time, 65 percent of the bank customers were age 65 or older, so attracting a younger customer base was critical to sustained growth.

Using humor, the campaign illustrates customers' desire to have what they want, how they want:

* Two TV spots: "Guys In Car" for the young professionals and "Grocery Mom" for the families. They ran on local cable stations targeting programming and times most appealing to these targets.

* Two outdoor boards ran in succession on a major commuter route at a location notorious for slow traffic.

* An acquisition direct mail postcard was sent to target audiences in a one- to three-mile...