A radio campaign about customer service.

• Position: ABA FINANCIAL MARKETING AWARDS: Spotlight Award: Asset Size: $500 Million to $1 Billion - Brief article

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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...