And the winners are: forty-four awards were presented in the Annual ABA Ad Award Contest. Here are the winners together with commentary about what went into the creation of some of their top-quality ads. (2002 ABA Advertising Awards Competition).

AD WINNERS... AND HOW THEY ARE MADE

Bank marketers and their ad agencies must have been feeling their oats this year. The ABA Marketing Network received a record number of entries--340--in the annual ABA Ad Award Contest.

From that total, judges selected 30 entries for certificates of excellence and 14 for the highest honors, the best of the best. The awards were for ads, brochures, annual reports, websites or public relations campaigns produced during 2001.

Below is the list of 44 award recipients. A sample of the top (best of the best) winners were asked to describe some of the planning and thinking that went into the creation of their entries. Their remarks, as well as advice for bank marketers attempting to create media material of similar high quality, follow below.

BEST OF THE BEST

MULTIMEDIA

Free Checking (Life Preserver) Campaign

Institution: First National Bank of Pennsylvania

Asset category: $1 billion to $5 billion; 43 branch/bank locations

Advertising Agency: Adcom Communications Inc., Cleveland

Working Money Multimedia Campaign

Institution: First Tennessee Bank

Asset category: Over $5 billion; 200 branches/bank locations

Advertising Agency: Thompson & Co., Memphis, Tenn.

PRINT AD SERIES

Connections

Institution: LaSalle Bank, Chicago

Asset category: Over $5 billion; branch bank/locations, over 125.

Advertising Agency: Cramer-Krasselt, Chicago

Adopt-a-Map Print Campaign

Institution: Frost Bank, San Antonio, Texas

Asset category: Over $5 billion; 80 branch/bank locations

Advertising Agency: McGarrah Jessee

Curve, Merge, Do Not Enter, Bull and Bear

Institution: Middleburg Bank, Middleburg, Va.

Asset category: $250 million to $1 billion; six branch/bank locations

WEBSITE / E-COMMERCE

www.nsbank.com

Institution: Nevada State Bank

Asset category: $1 billion to $5 billion; 61 branches/bank locations

Website designer: The Rose/Glenn Group, Reno, Nev.

ANNUAL REPORTS

2001 Annual Report

Institution: Seacoast Banking Corp. (First National Bank & Trust Co.), Stuart, Fla.

Asset category: $1 billion to $5 billion; 25 branch/bank locations.

2001 Annual Report

Institution: The Palmetto Bank, Laurens, S.C.

Asset category: $250 million to $1 billion; 30 branch/bank locations

BROCHURE SERIES

Straightforward Banking Brochures

Institution: Lincoln Federal Savings Bank, Plainfield, Ind.

Asset category: $250 million to $1 billion; eight branch/bank locations

BROCHURE, SINGLE

150th Anniversary Brochure

Institution: Ulster Savings Bank, Kingston, N.Y.

Asset category: $250 million to $1 billion; six branches/bank locations plus four mortgage tending centers.

The Value of Trust

Institution: Washington Trust Bank, Spokane, Wash.

Asset category: $1 billion to $5 billion; 29 branch/bank locations

DIRECT MAIL SINGLE

SunTrust Road to Daytona

Institution: SunTrust Bank

Asset category: Over $5 billion

Advertising agency: D. Trio Marketing Group, Minneapolis

TV SERIES

Working Money TV Campaign

Institution: First Tennessee Bank

Asset category: Over $5 billion

Advertising agency: Thompson & Co., Memphis

TV SINGLE

College Tuition

Institution: Citibank

Asset category: Over $5 billion

Advertising agency: Fallon Advertising, Minneapolis

WINNER PROFILE: MULTIMEDIA

'ZERO FEE': A DISTINCTIVE WAY TO SAY 'FREE CHECKING'

Free Checking (Life Preserver) Campaign

Institution: First National Bank of Pennsylvania

Asset category: $1 billion to $5 billion; 43 branch/bank locations

Advertising Agency: Adcom Communications Inc., Cleveland

Original thought behind creative concept: While every other bank was simply saying "free checking," we were looking for a better, more believable way to convince people to switch banks. At the same time, we considered people already discouraged with their bank's checking fee structure to be a more attainable audience. These two thoughts led us to explore the concept of "no fees," rather than "free checking." "Zero fees" would be more relevant and applicable to those experiencing annoying monthly charges on their checking statement. Besides, no one else was wording it in quite that fashion.

From there, we considered graphics that could represent our zero-fee concept and would extend well into other media as well as promotions. That's when we arrived at the life preserver--something that not only represented our "zero," but also had the connotation of a rescue or saving. The fact that the promotion kicked off in summer was a plus.

Direction given to the advertising agency: Most other banks were simply saying "free checking" in large type, without the help of a photo image or illustration. The bank wanted to stand apart from these other ads.

Key goals: Our goals were to acquire new checking accounts, increase deposits and increase fee income from overdrafts.

Campaign length: From July 15 to Sept. 30, 2001.

Campaign results: A 3 percent net growth in checking accounts, 2,468 new free checking accounts, $5.7 million in balances. There was also a dramatic increase in NSF fee income in coordination with the kickoff--50 percent.

Advice to other bank marketers who might be interested in developing a campaign of similar quality: You have to realize that the only difference between you and the competition is literally in your marketing campaign. So place a high priority on being different and more importantly--relevant.

Every product or service is a solution, so work backwards to consider what problems exist in people's lives that would necessitate this checking account. Paying high fees is that problem--so speak directly to it.

Budget: $75,000 to $100,000

Craig Martin, Adcom Communications, Cleveland

WINNER PROFILE: PRINT AD SERIES

A TEXAS BANK PUTS ITS NAME ON THE MAP

Adopt-a-Map Print Campaign

Institution: Frost Bank, San Antonio, Texas

Asset category: Over $5 billion; 80 branch/bank locations

Original thought behind creative concept: Our advertising agency, McGarrah Jessee, brought the idea for the campaign to us. They positioned the campaign as a Frost Bank partnership with Texas Monthly magazine and the Texas General Land Office. Frost Bank and Texas Monthly share a unique commitment to Texas values and roots. The land office had recently launched its Adopt-a-Map program to preserve historical state and county maps by seeking sponsorships from individuals and businesses to professionally preserve more than 400 extraordinary maps. The idea of helping to preserve part of our state's history was a perfect project for Frost Bank. The campaign reinforces our Texas values and our position as the Texas bank.

Key goats: To enhance our brand and increase our market presence throughout the state. The ads have a unique look that fits with our overall branding advertising. The campaign was also designed to build public awareness of the Adopt-a-Map program and encourage the magazine's approximately 2 million readers to join the program and adopt a map.

Campaign length: This was a ten-month campaign (March 2001 through December 2001). Each month, Texas Monthly magazine featured a different county map. The unique Layout and consecutive two-page ad spreads gave us an outstanding presence in the magazine throughout the year.

Campaign results: We received a great deal of positive feedback, and the land office saw an increase in map adoptions.

Campaign kick-off and campaign promotion to employees: The December 2000 issue of Texas Monthly contained a one-page ad designed to announce the campaign and generate interest in the map adoption program. We officially launched our participation in the map project in the March 2001 issue of Texas Monthly. That issue contained a pullout poster insert featuring a reproduction of the preserved 1837 Texas map and a two-page ad spread. The insert included an explanation of Frost Bank's participation in the Adopt-a-Map program. It also let the reader know that the insert was a gift from Frost Bank. We provided each bank branch with extra inserts to give to customers.

We announced the campaign to our employees by sending each of them one of the foldout 1837 maps along with a description of the campaign.

Advice to bank marketers who are interested in developing a campaign of similar quality: The key to this campaign and all of Frost Bank's advertising is the strong partnership that we have with our ad agency. McGarrah Jessee helped us establish our brand positioning over five years ago. They know who we are and what we represent. Hence, they are able to develop effective campaigns for us.

Budget: Approximately $500,000.

Sallie Newman, vice president, marketing, Frost Bank

A GRAPHIC WAY TO EXPLAIN THAT CUSTOMER MONEY WASN'T 'WORKING' AT COMPETITOR BANKS

Working Money Multimedia Campaign

Institution: First Tennessee Bank

Asset category: Over $5 billion; 200 branches/bank locations

Advertising agency: Thompson & Co., Memphis, Tenn.

Description of ads: In "Money Coach" a group of men dressed in $20 bill suits are put through vigorous calisthenics and weightlifting by a coach named Bill. The coach explains that, "Money doesn't want to work hard," and that's why it needs to be trained. He explains that money put into the bank's Priority Choices Checking is forced to work harder.

In "Lazy Money," money in other banks' checking accounts are shown sitting in the living room watching TV like lazy, couch potatoes. The announcer reports that money put in Priority Choice Checking is swept into money market funds, where it works harder. At the same time, customers still have access to their money. Men dressed in $20 bill suits are shown jumping out the exit slot of an ATM.

Original thought behind creative concept: Thompson & Co. was asked by First Tennessee to promote its Priority Choices Checking account. The account has lots of features and the ability to sweep the customer's money from a checking account to an investment account (where the customer can earn more).

Thompson realized that most accounts pay little or no interest, so their money wasn't doing anything in their account. (It was lazy money.) We realized money in a Priority Choices Checking account would be working harder. This led to the creation of two TV spots: "Money Coach" and "Lazy Money."

Key goals: To acquire new customers and cross-sell existing customers. We had a goal of 4,000 new customers.

Length of campaign: The original campaign consisted of two spots ("Money Coach" and "Lazy Money"). The campaign launched during the first quarter of 2001. It kicked off Super Bowl Sunday and was extended until May 30.

Campaign results: The introduction of "Working Money" helped First Tennessee achieve its highest brand awareness ratings ever (69 percent), and a 200 percent ROI. The "Working Money" characters became so popular among consumers that this led to additional spots being created to sell other products (investments and home equity loans/Lines of credit).

--Alan Wolstencroft, creative group head, Thompson & Co., Memphis, Tenn.

WINNER PROFILE: WEBSITE/E-COMMERCE

ONE CLICK Is ALL IT TAKES TO FIND MOST FEATURES ON THIS REDESIGNED WEBSITE

www.nsbank.com

Institution: Nevada State Bank

Asset category: $1 billion to $5 billion; 61 branches/bank locations

Website designer: The Rose/Glenn Group, Reno, Nev.

Original thought behind creative concept: The redesigned website had to retain the bank's existing customers and remain consistent with its customer service brand positioning, white also competing with the online services of larger banks.

Direction given to the website designer: To be consistent with the bank's brand positioning, which is centered on customer service. In addition, the site was re-purposed to serve more effectively as a complete banking channel for retail and business customers. The redesign includes current Web-based banking capabilities and is intended to accommodate the rapidly expanding technology of online banking features.

Key goals: The new website is designed around features the bank's customers use most. Features for customer service, branch locations, online help and account access were located on every page for convenience. Rollover menus were added to the main navigation links, allowing customers to find almost any feature of the site with just one click. Finally, the graphic design of the site was changed to be consistent with the bank's brand positioning. A number of content features were added to simplify banking for customers as well as level the playing field with the bank's competitors. The first was to provide online account access and services for both personal and business customers, which has expanded to include wireless devices. In addition, an online branch mapping and search feature was integrated through a partnership with Mapquest, allowing customers to search for bank locations and driving directions to their nearest branch.

Results of the website redesign: Before the redesign, the bank had approximately 15,500 customers banking online. As of June 2002, this number had grown to just over 23,700.

Advice to other banks that are interested in a website redesign of similar quality: Give considerable thought to your goals. Carefully select the content, site functionality and navigation method that will best enhance your visitor's experience, keeping in mind your target audience.

Budget: Approximately $30,000 to $40,000.

Gina Brooks, director of Account Service, Rose/Glenn Group, Reno, Nev.

RELATED ARTICLE: CERTIFICATE OF EXCELLENCE

ANNUAL REPORTS

Southeast Texas Bancshares 2001 Annual Report, Southeast Texas Bancshares, Beaumont, Texas.

2001 Annual Report, Citywide Banks, Aurora, Colo.

2001 Annual Report, Community Savings, Red Deer, Alberta, Canada.

2000 Annual Report: Opportunity Knocks, Sterling Savings Bank, Spokane, Wash.

DIRECT MAIL SINGLE

Provident Iron Cross, PSB, The Marketing SuperSource, Lake Forest, Calif., for Provident Bank.

MULTIMEDIA

Delivery Room/College Tuition, Fallon Advertising, Minneapolis, for Citibank.

Coast Launch, Klamath First Bank, Klamath Falls, Ore.

Blue Square Campaign, Standard Federal Bank, Elmhurst, Ill.

Internet Banking, State Bank of Cross Plains, Madison, Wisc.

Possibilities, Trahan, Burden & Charles Advertising, Baltimore, for Provident Bank.

POINT OF SALE

Air Pelican Poster, Klamath First Bank, Klamath Falls, Ore.

PRINT AD SERIES

30% 0ff, Lamborghini, Splurge, Fallon Advertising, Minneapolis, for Citibank.

Trust, Fidelity Federal Bank & Trust, West Palm Beach, Fla.

PRINT AD SINGLE

BCNB Concert Series Ad, Boone County National Bank, Columbia, Mo.

Slicing & Dicing Ad, Boyden & Youngblutt Advertising, Fort Wayne, Ind., for Delaware Investments.

Curve, Middleburg Bank, Middleburg, Va.

Big Mailbox, Ten United, Columbus, Ohio, for Huntington National Bank.

PUBLIC RELATIONS

Guerrilla Marketing with the City Bank Teal Bench, City Bank, Honolulu, Hawaii

RADIO SINGLE

Free Movies, Fallon Advertising, Minneapolis, for Citibank.

Mailbox, Ten United, Columbus, Ohio, for Huntington National Bank.

TV SERIES

Jeremy, Michael, Annie, Hanna Advertising, Spokane, Wash., for Sterling Savings Bank.

Blue Square TV Campaign, Standard Federal Bank, Elmhurst, Ill.

TV SINGLE

Press One, Martino Flynn, Fairport, N.Y., for Canandaigua National Bank.

Imagine Corporate, Michael Flora & Associates, Tray, Mich., for Comerica Bank.

Kash Fu, Thompson & Co., Memphis, Tenn., for First Tennessee Bank.

Money Coach, Thompson & Co., Memphis, Tenn., for First Tennessee Bank.

Scary House, Thompson & Co., Memphis, Tenn., for First Tennessee Bank.

WEBSITE/E-COMMERCE

www.esbtrust.com, Emporia State Bank & Trust Co., Emporia, Kans.

www.willowgrovebank.com, Willow Grove Bank, Maple Glen, Penn.

www.FNBAlaska.com, First National Bank of Alaska, Anchorage, Alaska.