Reader's guide.

• Position: IDEA BANK

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

Branding

A Puzzling Campaign

Institution: SpencerBANK, Spencer, Mass.

Asset size: $460 million

Agency: Davis Advertising, Worcester, Mass.

Life is full of puzzles. That was the theme of this campaign designed to modernize the brand without diluting the bank's established identity and reputation.

The campaign included print, online, out-of-home, radio and TV advertising, each drawing on the puzzle theme. Print and online ads used puzzle imagery, such as crossword puzzles and Rubik's cubes and featured the bank's products, services and rates plus photos of individuals, families and businesspeople.

The agency's 30-second TV spot, meanwhile, took viewers through a digitally--created maze as a voiceover talked about the challenges of purchasing a home. The maze opens into the solution--the bank--where mortgages and home-buying support are found.

The TV spot earned a Gold Award at the New England Financial Marketing Awards in the loan category for banks under $500 million in assets.

Mobile Banking

Encouraging More Mobile Banking Activity

Institution: Stoneham Bank, Stoneham, Mass.

Asset size: $482 million

Asset size: Pannos Marketing, Bedford, N.H.

StonehamBank was introducing a new banking platform and application. At the time, the usage was lower than that of its peer group with only 850 active users. The bank wanted to increase the number of active users and the usage rate.

The campaign targeted existing customers who had access to the mobile banking platform.

The objective was to give people the opportunity to try the mobile check deposit feature, bringing them in contact with other features and allowing them to see the benefits of the newly improved mobile app.

It was decided that all existing mobile banking customers (approximately 2,000) would be contacted with a variable data mailer that incorporated a perforation and $2 check that could be deposited by using the app.

Receiving bank...