SouthTrust Bank SmartCheck Services brochure.

• Position: Direct Mail Single - Brief Article

Institution: SouthTrust Corp., Birmingham, Ala.

Assets: $51.6 billion, 700 locations

Agency: Customer Communications Group, Denver

The agency was directed to develop a unique mail piece that would capture the attention of small-business owners with meaningful images and messages while reinforcing the SouthTrust image and brand. The agency was also asked to keep the focus on benefits rather than details about pricing and how the product works.

The campaign used a testimonial approach, based on research showing that the small-business audience likes to see how a product or solution has worked for other businesses. Figuring that small-business owners do not have a lot of time, the agency conveyed the main messages through concise, compelling quotes.

The guiding...