Multimedia.

• Position: Advertising awards - Brief Article

Certificate of Excellence AWARD ABAMN 2004 AD Awards Contest

Brand Retail Launch and Rollout: Manhattan

Institution: Wacholvia Bank, N.A., Charlotte, N.C.

Assets: $506.8 billion

Agency: Mullen, Winston-Salem, N.C.

When Wachovia Bank was planning to open its first branches ("financial centers") in Manhattan, the bank instructed the agency to make the awareness advertising campaign "memorable."

The six-month campaign started with outdoor, television and print advertising that focused on how to pronounce the bank's name. Next, there was an integrated campaign that showed how the bank helps customers be smarter about their money.

The campaign started with an opening party and press conference in Rockefeller Center with New York dignitaries and North Carolinian and American Idol runner-up, Clay Aiken. Following the...