Columbia Bank TV Campaign.

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Institution: Columbia Banking System Inc., Tacoma, Wash.

Assets: $2.3 billion

Agency: Hadley-Green

This TV campaign was created to increase awareness and preference for the bank.

Two of the three spots focus on customers of other banks who are unhappy with their banking relationship--which is the #1 reason that customers switch to a new bank.

The third spot focuses on all the litany of services provided by Columbia Bank, making light of the fact that a "local" bank can provide all the business products and services that the national banks do.

During the year in which the spots were run, the bank increased deposits by over 20 percent.

Television:

In this TV spot, a customer complains that her bank made a mistake and failed to record her deposits correctly, yet she ended up paying fees because of her bounced checks. The bank employee responds to her complaint while loudly sharpening his pencil so that his excuse is inaudible. The voiceover says, "It's time for a better bank," and displays the Columbia Bank logo.