2009 ECHO Award - AMDIA

BRONZE
GUARANTY BANK WANTED TO PROMOTE ITS
FREE CHECKING ACCOUNT but faced competition from
much larger competitors. To make itself heard, it
used a multimedia campaign that presented angry “before”
customers and then solutions from Guaranty Bank that
created happy customers. Radio spots featured these
scenarios, and mailings echoed the message. Prospects
were asked to see for themselves what the bank could do
for them and were directed online to tryabetterbank.com, or
to local a banking center. In the six-month campaign period,
the average number of free checking accounts per banking
center rose 150%, compared with the previous year.
CAMPAIGN NAME – Guaranty Checking
Moment of Truth Campaign
CONSUMER ADVERTISING MEDIUM – Multimedia
AGENCY – TracyLocke-Los Angeles
ASSOCIATE CREATIVE DIRECTOR – Karen Bowman
ASSOCIATE CREATIVE DIRECTOR – Steve Peckingham
SVP, MANAGING DIRECTOR – Judy Carpenito
VP, GROUP DIRECTOR DATABASE MARKETING SERVICES – Tariq Ali
MANAGEMENT SUPERVISOR – Kerry Quinn
PRODUCTION DIRECTOR – Dee Ann Davis
DANSKE BANK WANTED TO HELP PARENTS
AND TEACHERS EDUCATE CHILDREN ABOUT
MONEY. A corporate responsibility initiative that
contained no direct advertising message reached out
to schools and parents, not children directly. Parents
and schools received letters explaining the importance
of early fi nancial education. The campaign introduced
the Moneyville game, which allowed children to have
fun while learning where money comes from and how
to use it responsibly. The campaign worked closely
with parents and educators to create a joint effort.
Online registration on the Moneyville site was 648%
above target.
CAMPAIGN NAME – Responsible Relationships
BUSINESS-TO-BUSINESS AND CONSUMER ADVERTISING
MEDIUM – Direct Mail & Internet
AGENCY – Sepia A/S
PARTNER, COPYWRITER – Helle Goodstein
ART DIRECTOR – Torben Ulrik Sørensen
CLIENT – Danske Bank
MARKETING CONSULTANT – Lars Bøje Jepsen
FINANCIAL PRODUCTS
AND SERVICES
SENIOR MARKETING ANALYST – Justin Hufnagel
SENIOR DATABASE MARKETING MANAGER – Drew DeMasters
CLIENT – Guaranty Bank
ADVERTISING MANAGER – Chris Armstrong
VP, MARKETING INTELLIGENCE – Gail Kriske
CHIEF MARKETING OFFICER – John Wessman
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