Free checking campaign.

• Position: ABAMN Financial Marketing Awards: Humor; Runner-Up; Asset Size: Under $500 Million - American Savings Bank F.S.B. - Brief article

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Institution: American Savings Bank, Honolulu

Agency: Laird Christianson Advertising/ Anthology Marketing Group

The objective of this campaign was to launch the bank's new free-checking product; differentiate it from free-checking accounts at other banks; position the bank's free checking as the better choice; and to attract new customers.

The campaign was conducted both on radio and TV. The TV ads were a humorous portrayal of the supposed "free checking" product at other banks, suggesting that they can, in fact, cost money. The creative alludes to the idea that other...