Reader's guide.

• Position: IDEA BANK - Directory

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. Included in each issue are some of the winners of the most recent ABA Financial Marketing Awards hosted by the ABA Marketing Network. The names of all financial institutions or advertising and communications agencies are included where appropriate.

Humor; Asset Size under $500 Million

Safe, Sound & Secure Campaign

Institution: First National Bank of Bemidji, Bemidji, Minn.

The bank selected to use humor for this campaign designed to highlight the bank's safety, soundness and security at the height of the recent recession.

The campaign consisted of display posters in all office locations plus newsprint, a local magazine and radio.

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Results included deposit growth of 7.29 percent and IRA deposit growth of 6.16 percent during the first quarter.

Humor; Asset Size: Under $500 Million

eLoop Checking and Totally Free Business Checking

Institution: NewportFed, Newport, R.I.

Agency: McDougall & Duval Advertising, Amesbury, Mass.

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The aim of these two TV commercials was to stand out of the pack. The objective was to highlight two of NewportFed's products to two different audiences--the business community and retail customers.

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The spot was shot in a small theater in Eastern Massachusetts and utilized "out of the box" production techniques to make the hall appear much larger and populated.

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The spot was shot on 35mm film by Van Ness Creative Group in Beverly, Mass. The campaign was supported by radio, print and public relations.

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Humor; Asset Size: $500 Million to $1 Billion

Playful Messaging

Institution: FirstBank, Lakewood, Colo.

Agency: TDA Advertising and Design, Boulder, Colo.

The bank saw this campaign as an opportunity to speak honestly to their customers, with a little bit of humor thrown in.

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So without diluting messaging about strong customer service, online offerings and financial security, FirstBank lightened the mood with TV spots starring bunnies, robots, overprotective bankers and more. Radio spots featured android phone operators. Playful messaging in malls and at ski resorts highlighted online security and savings, respectively.

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Branding

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