Finance
Financial products and services including: communications promoting overall image and capabilities of a financial institution.
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2003 BRONZE
More Human Interest
How do you compete in the most competitive banking environment in the U.S.? Facing tough competition and almost zero awareness as they entered New York City, Washington Mutual's "More Human Interest" Campaign hit a nerve with New Yorkers tired of being abused by their banks. Ads used Washington Mutual's trademark sense of humor to showcase customer service and a Truly Free checking account designed with customers in mind. The campaign not only drove Washington Mutual sales and awareness, but was the most successful market entry in Washington Mutual's history.
Brand:
Washington Mutual
Client:
Washington Mutual, Inc.
Agency:
Sedgwick Rd.
Language:
English
2002 GOLD
Live Richly
Citi found itself threatened by a host of sophisticated marketers wielding powerful brands. To protect its existing franchise and compete in a fresh redefined arena of financial services, Citi had to develop and communicate a broadly compelling consumer position. The resulting brand campaign would leverage the human insight that "there's no more to life than money" to put a leadership stake in the ground for Citi. As a result, consumers would be forced to reevaluate existing perceptions, as well as reconsider the brand's relevance and role in their financial lives.
Brand:
Citibank
Client:
Citigroup, Inc.
Agency:
Fallon Worldwide
Language:
English
2002 SILVER
Legendary Service
In Massachusetts, Citizen Bank was stacked up against a market dominated by Fleet Bank on every street corner, low brand awareness and declining checking sales. On top of that, dazed and skeptical banking customers that valued respect and service over size and communicate that Citizens goes above and beyond to listen and respond to its customers' needs. We turned around checking sales, boosted brand awareness and proved that Citizens is anything but your typical bank.
Brand:
Citizens Bank
Client:
Citizens Bank
Agency:
Arnold Worldwide
Language:
English
FINALISTS
E*TRADE from Morgan Stanley
E*TRADE "Wedding"
Kinecta Federal Credit Union
We’re Banking On You, Watts
Ally
Changing the Game for Women’s Sports
