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AmSouth Bank, which is converting First American and Deposit Guaranty branches to its own name this year, recently launched a multimedia advertising campaign that is intended to underscore its tagline, "The Relationship People."
Slaughter Hanson, Birmingham, Ala., created the campaign, using sometimes emotional scenarios to position AmSouth as a bank that understands unusual needs and helps people meet those needs. The advertising will do double-duty as a branding campaign in AmSouth's current markets and a merger campaign in its new markets.
"We felt that when we went into these new markets, we needed something that would really reach out and grab people," said Bill Lewis, a partner at Slaughter Hanson. "We already have a positioning for AmSouth - it's 'the relationship people.' And we felt that we needed to purvey that positioning in a powerful way."
The campaign is built around the theme, "There are no ordinary needs. We are no ordinary bank."
Four television spots serve as the centerpiece, but the story lines are echoed in a series of print ads for checking accounts and home equity lines of credit. The scenarios, which Lewis said are based on real-life experiences, include a couple planning for a new addition and a son taking his father on a longed-for trip.
"All four commercials really have a surprise element to them, to some degree," Lewis said.
In a spot called "Home Addition," a man is all smiles as he talks on the phone with his AmSouth banker, whom he knows well enough to call by first name. "Tom," he says. "Anthony Parker here."
His wife sits at a table nearby, paying bills and listening to the conversation.
"Remember that money we needed to help out with that little home addition?" Parker asks.
"Yeah," says the banker.
"Well, we're ready."
Then the song "My Girl" plays, as a montage of scenes shows the couple with their new addition - a baby.
"The surprise element is: You think he needs to borrow some money to build an addition on his home, when, in reality, he's borrowing...