The banking competition in West Texas had grown significantly with the proliferation of branch banks being rapidly established in smaller towns and neighborhoods across the markets. Competitive banks were eager to tap into the enviable base of mid- and senior level bankers employed by American State. With the potential loss of employees, ASB wanted to respond immediately to maintain its strong customer loyalty. Rather than going on the defensive and trying to address the issue specifically, ASB worked with TPG to be proactive and stay consistent with the brand position already developed.
OBJECTIVE
The objectives were to secure existing customer relationships and reassure customers of the depth of personnel and sincere commitment of the bank. The campaign reinforced the American State Bank brand position “banking for you.”
SOLUTION
The Price Group developed a series of television and newspaper ads which incorporated actual bank employees. The tone of the campaign was positive and proactive, showing how each of these individuals both works as part of a team and takes their work ‘personally.’
RESULTS
The feared account exodus never actually occurred. The campaign was well-received in all 18 communities ASB serves—in fact, the campaign was so appreciated that it was run again the following year.
The campaign won several Gold and Silver awards at the Lubbock Advertising Federation’s Addy Awards show.
