Idea bank.

• Position: Samples of ad campaigns and other marketing materials from banks around the country

Samples of ad campaigns and other marketing materials from banks around the country. The creative includes print, radio, TV, outdoor, multimedia, point of sale, brochures, direct mail annual reports, websites, pubic relations and sales promotions.

Editor's Note: This department showcases recent examples of advertising and other marketing products from financial institutions of all sizes and locations in the United States. Browse through this section to pick up "idea starters" for your marketing efforts. Included in each issue are some of the winners of the 2003 Advertising Awards Competition sponsored by the ABA Marketing Network. The names of advertising or communications agencies are included where appropriate.

BEST IN SHOW AWARD

ABAMN 2003 AD Awards Contest

TV SERIES

Eastern Bank TV Campaign

Institution: Eastern Bank, Boston

Asset category: $4.6 billion

Advertising Agency: Connelly Partner/CgN, Boston

In recent years, the Boston metropolitan area has experienced multiple bank mergers and acquisitions. Responding to this environment, Eastern Bank positioned itself as an understanding, empathetic financial institution that offered an alternative to customers aggravated by mergers.

This campaign sends the message that Eastern employees are resourceful and are able to quickly identify and resolve customers problems. Also, it communicates that the bank is committed to superior customer service. The goat was to increase public awareness of the bank and to motivate prospects to switch.

The campaign was preceded by focus groups and customer satisfaction surveys as well as in-depth analysis of the competitive environment. Following broadcast of the series, a study conducted throughout the Boston market showed increases both in awareness and favorable perceptions of the bank.

Amy Greifenstein of the agency recommends that banks developing similar types of campaigns take all the necessary steps: conducting the research, articulating the creative strategy, seeking differentiation, developing strong creative concepts, demanding excellence in the creative execution and measuring results. "Don't take shortcuts," she adds.

MULTIMEDIA

What Would You Do with Some Extra Cash?

Institution: The Troy Savings Bank, Troy, N.Y.

Asset category: $1.3 billion

The campaign idea was sparked by the question of what people would do to realize their dreams if they used the equity in their home. "What Would You Do with Some Extra Cash?" Since everyone has a need for...