THROWBACK THURSDAY ENTRY: Second in the Pieces of Intelligence Series When Sec. Ramon del Rosario, Jr. asked to see speculative presentations for AsianBank, he had just taken over as chairman and CEO. He was interested in changing the prevailing image of the firm, which was that of a small savings bank. I presented a campaign that actually told the viewer to keep his regular bank -- he was going to need the network and the services of his bank. We 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 the new bank from its 23rd position to being the “second bank” in the customer’s mind. Now the agency is only as creative as the client will allow it. The bank client who allows himself to be positioned as the other bank is an amazing client. In a category where advertising is full of contrived images (customers kissing their ATM cards, smiling tellers, low angle shots of bank facades) and jingles, the #AsianBank client permitted advertising that is all sobriety and, if you will forgive an immodesty, full of intelligence. The series of advices on real estate, stocks and investments go beyond representing the product, they ARE the products, pieces of the minds of AsianBankers put on air. The bank enjoyed a meteoric climb during the next five years. Jun Austria was director for the entire campaign. Producer was Raul Blay, now owner of Soundesign Manila. This is a faded copy because it is monitoring service copy. Glad Tony Herbosa kept a copy. .
Posted on: Wed, 19 Nov 2014 16:38:35 +0000
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