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Client: Beneficial National Bank

Objective: To create a break-through campaign that would sell the bank’s most notable asset – great customer service

Strategy: The client requested "ads that don't look like advertising and have the bank's name in the headline." With this in mind – “Dear Benny,” a commercial cousin of “Dear Abby,” was born. “Benny” was witty, honest, warm and even recommended specific tellers readers could ask for when they opened their accounts at local branches. He also had a radio “show” that carried the theme into broadcast.

Results: The Wilmington Journal, (the only newspaper in town), had more local bank advertising than any other newspaper in the country. Yet these ads stood out enough for people to talk about them at the water cooler! The bank not only increased customers in every branch, they opened two new ones in one year. The client (and the agency) also enjoyed winning several awards for this campaign.