Radio single.

• Position: Idea Bank - Brief Article

AWARD

ABAMN 2004 AD Awards Contest

Suzie

Institution: Union Bank & Trust Co. Lincoln, Neb.

Assets: $1.4 billion

Agency: Bailey Lauerman, Lincoln, Neb.

This radio ad was a component in a multimedia campaign including television. The goal was to capitalize on the changes occurring with a number of the bank's competitors--changes that customers didn't like. Customers at competing banks, for example, sometimes found it hard to reach decision-makers. One of Union Bank's distinguishing characteristics is that people answer the telephones and decision-makers are accessible.

Kevin Keller, first vice president of marketing, advises that when it comes to broadcast media, you cannot copy what works in other markets. "Make sure your creative fits both the market conditions and what your bank can deliver."

Suzie

SFX: SOUND OF PHONE RINGING THROUGH RECEIVER. IT'S ANSWERED.

WOMAN: Hello.

MAN: Hi, Honey ...

WOMAN: Welcome to Suzie's automated help line.

MAN: Suzie?

WOMAN: For a schedule of...