THURSDAY THROWBACK ENTRY: When Sec. Ramon del Rosario, Jr. asked to see speculative presentations for AsianBank, he had just taken over as chairman and chief executive officer. What I presented to the board was a proposition that was very risky for any agency. We requested approval for a campaign that was totally devoid of any cliches in the category: there would be no tellers smiling at customers, no handshakes, no bank vaults, no dutch angle shots of the bank building, no serving of coffee, no passbooks, no jingles. I presented a campaign that actually told the viewer to keep his regular bank -- he was going to need their network and services. It then told the viewer that should his needs become more complicated, he should consider AsianBank as “his other bank.” What the campaign did, in effect, was pole-vault a new bank from its 23rd position to being the “second bank” in the customer’s mind. .
Posted on: Thu, 18 Sep 2014 11:59:10 +0000