Extended hours campaign.

• Position: ABA FINANCIAL MARKETING AWARDS: Customer Acquisition; Assets Under $500 Million - American Savings Bank F.S.B. - Brief article

Institution: American Savings Bank, Honolulu, Hawaii

Agency: Laird Chistianson Advertising/Anthology

This campaign stemmed from the bank's decision to extend its hours of operation. In Hawaii, all major banks close most branches at 4 p.m. American Savings Bank branches are open until 6:00 p.m. or 7:00 p.m.

The goals for the campaign were: (1) Create awareness of the change in hours; (2) Create major attention for the change.

[ILLUSTRATION OMITTED]

These objectives grew from research that showed that "convenience" was the single most compelling reason for a potential customer to choose a particular bank or to switch banks. The agency's approach was to highlight the latent resentment people have for banks that...