Reader's guide.

• Position: IDEA BANK - Marketing campaigns

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of all advertising and communications agencies are included where appropriate.

Product Promotion/Branding

'Sweet and Easy' Cash Back Checking Account

Institution: North Shore Bank, Peabody, Mass.

Asset size: $448 million

Agency: McDougall and Duvall, Amesbury, Mass.

The bank developed a new checking account that pays its owners $3 a month and reimburses them for up to $25 in ATM surcharges from other banks. The bank calls the product its Sweet and Easy" Cash Back Checking Account.

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To receive the cash back reward and be reimbursed for ATM fees up to $25, the bank asks that a direct deposit is made into the account, that the customer is enrolled in the bank's e-statement service (not receiving a paper statement), a minimum of 10 debit card point of sale (POS) transactions are made, and a minimum of three bill pay transactions through the bank's Internet banking service are made each monthly statement cycle. (An initial deposit of $100 is required to open the account, and an average daily balance of $1,000 must be maintained to avoid a $ 12 monthly service fee.)

The ads feature local children operating lemonade stands and focus on the differences between larger banks with customer service issues and hidden fees, and more service-oriented community banks.

The campaign consisted of print, TV, radio, online advertising, direct mail and outdoor billboards. The bank also plans to promote the product by set-ting up lemonade stands in its eight branches and giving away lemonade to customers.

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Video

People Sense

Institution: Ally Bank, Midvale, Utah

Asset size: $70 billion

A direct bank known for its provocative TV ads, Ally Bank launched two more ads as part of a "People Sense" campaign that started last September. The ads center on doing what is right for the customer--because people sense makes good business sense. These two new spots focus on the importance of customer service and speaking to a live person when it is most convenient for the customer.

The bank touts the fact that customers have access to live 24/7 customer service via phone and online chat. Additionally, on the bank homepage, customers can see if...