Lemonaire.
| Position | ABAMN 2008 Financial Marketing Awards: Spotlight Award; Asset Size: Above $5 Billion - Umpqua Holdings Corp. - Brief article |
Institution: Umpqua Bank, Roseburg, Ore.
The aim of this campaign was to boost the bank's small-business banking program. The bank wanted to communicate with business prospects in human terms--rather than standard business "speak." The bank decided to feature the lemonade stand as an example of the smallest type of small-business.
The bank commissioned an architect to design lemonade stands for the kids of potential customers. Via Web video and radio, the bank features stories of young "lemonaires" who experienced success with their lemonade stands with the help of...
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