Point of sale series.

• Position: Idea Bank - Brief Article

BEST OF THE BEST AWARD ABAMN 2003 AD Awards Contest

SunTrust Grocery Series

Institution: SunTrust Bank, Atlanta.

Assets: $126 billion; 1,100 locations.

Agency: Willey Brothers Inc., Rochester, N.H.

The challenge facing SunTrust was to increase awareness among grocery store customers of the financial institution's in-store branches. The bank tried to accomplish this through the use of a point-of-sale campaign.

"Competition for attention in grocery stores is fierce," notes Laura Mynahan of Willey Brothers Inc. "SunTrust has to compete with the likes of Coke, P&G and other world-class marketers to get their message out. So, the communication had to be brief and unexpected."

The secret, she adds, was to treat POS like outdoor advertising. "It's really indoor outdoor."

Using short, catchy headlines, Willey Brothers developed 17 messages that were deployed on a staggered basis for over a year.

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