Finance

Financial products and services including: communications promoting overall image and capabilities of a financial institution.

2002 SILVER

It's Your Money

As markets plunged and the dot com mania turned to dust, E*Trade used advertising to confront people's negative perceptions of the brand and continue growth. By highlighting more conservative investment vehicles with E*Trade's customary irreverence, they were able to distance themselves from the day trading dot com image that was preventing customers from sighing up. E*Trade won almost twice as many accounts over the period as its nearest rival, showing a 41% increase over the past year.

Brand: E*TRADE
Client: E*TRADE
Agency: Goodby, Silverstein & Partners
Language: English

2002 SILVER

Play it Safe

State Farm's challenge was to turn around their Auto insurance business despite higher rates and challenges by direct insurers to their traditional "agent service" approach. State Farm advertising reminded consumers what they already knew in the back of their mind: when it comes to car insurance, why take a chance with no-name, direct insurer, with no State Farm agent? As a result, State Farm experience significant growth in new Auto policies and retained significant numbers of current Auto customers when policy renewal time came around.

Brand: State Farm
Client: State Farm Insurance Companies
Agency: DDB Chicago
Language: English

2002 SILVER

Elvis Schmiedekamp

Cal Fed needed a campaign that would take it's customer service position and credibly differentiate the bank resulting in now, quality accounts. The problem was that we faced huge competitors bombarding the Market with no-string free checking products and smaller competitors promising personal service. Our solution was to humanize our values in a way only we could--with the real person in charge of customer service at the bank--whose quirky name and Mayberry personality drove awareness and shattered new account goals---Elvis Schmiedekamp.

Brand: Cal Fed Bank
Client: California Federal Bank
Agency: Suissa Miller Advertising
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