Finance

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

1996 SILVER

Big Bank Alternative

Franklin Bank, an independently-owned commercial bank in Metro Detroit, wanted to capture a strong percentage of the area's considerable small-business commercial checking account market. Franklin's goal was to increase their business checking account deposits to $68 million by the end of 1995. Franklin poured all of their media advertising dollars into radio only, creating ads that use humor to illustrate a typical small business person's frustrations in dealing with enormous banks. Listeners continue to flock in droves to Franklin Bank. Franklin's business checking accounts are growing at over 200 new accounts each month.

Brand: Franklin Bank
Client: Franklin Bank, N.A.
Agency: Solomon Friedman Advertising
Language: English

1996 SILVER

Good Neighbor Image

An atmosphere of consumer negativism was having an adverse effect on State Farm's growth momentum. To address this, State Farm developed a "Good Neighbor Image" campaign targeted to current policyholders. The campaign built positive perceptions by showcasing State Farm's involvement in activities that portray the company as a caring corporate citizen succeeded in building favorable attitudes about the company as well as increasing insurance business.

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

1996 BRONZE

The Sensible Alternative II

In the automobile insurance industry - an industry where people rarely shop, let alone switch, GEICO set an objective for this campaign to generate 10% more telephone inquiries and new business policies than 1994- the most successful year in its 58 year history. By extending the 1994 creative and media strategies into the 1995 effort, this campaign is on target to exceed 1995 planned inquiries and new business policies while lowering the CPU below the company's all time low-thus surpassing 1994's performance and making 1995 the best year in company history.

Brand: GEICO
Client: GEICO Corporation
Agency: The Martin Agency
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