Smart loan campaign.

• Position: ABAMN 2006 Financial Marketing Awards: First Place, Humor, Assets Over $1 Billion - Community Savings Bank - Brief article

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Institution: Community Savings Bank, Red Deer, Alberta, Canada

Assets: $2.4 billion

The objective of this campaign was to generate $8.5 million in new loans over a 10-week period. The concept was that whatever you used the money for, at least the loan was smart. It legitimized the urge to borrow to buy anything, with a message that borrowing at Community Savings provides rewards that could not be matched by other financial institutions. The banks exceeded its goal, bringing in $9.4 million in new loans.

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Radio

SFX: Accordian Music

Announcer: I'm not always so smart with my money. I bought a riding mower for a 90 square feet of...