Institution: Alpine Bank & Trust Co., Rockford, III.
The components of this brand campaign were three radio spots: "Call Waiting," "Get Used to It," and "DMV."
The broadcast ads were designed to emphasize the bank's position as a locally owned bank that treats its customers with care and respect. The commercials highlight three different scenarios that people commonly identify as annoying and painful customer service situations:
* Reaching an automated answering system when calling someone ("Call Waiting").
* Changing banks and inquiring about a product in a bank lobby ("Get Used to It").
* Replacing a driver's license at the department of motor...