Joint checking.

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Institution: Umpqua Bank, Roseburg, Ore.

Assets: $6.6 billion

This 2005 campaign had two objectives: to create a buzz about the bank in key markets, using traditional and nontraditional media; and to target people who may be at a stage in their life when they need to chose a bank.

Three things about the campaign helped support the bank's brand identity of "doing things differently." These were the use of humor as an attention-getter, the diverse media mix, and the quirky message.