New campaign: Bank of the West 

Client: Bank of the West

Job: Promote free checking with a free debit card, using a toaster as premium.

Agency: Hoffman/Lewis

Other clients: Toyota, McDonald’s, VSP, Beverages and More, Missouri Tourism, Windstream.

Creative team: Bob Hoffman, CEO; Sharon Krinsky, executive creative cirector; Guy Bommarito, creative director; David Popino, art director; Joe Gatti, copywriter

The plan: Campaign launched in a phased 19-state regional rollout April 2, (April 23 in California); elements of the campaign include: TV, radio, newspaper, direct-mail and collateral.

The theme: Back Then, A Toaster Was A Symbol Of Friendly, Personal Service. Welcome Back.

The concept: Customersopen Bank of the West free checking with a free debit card and get a retro-design toaster as a premium.

Backgrounds:
» Guy Bommarito: more than 25 years agency experience on accounts such as Southwest Airlines, Chili’s Restaurants, Boeing, RC Cola, Pearle Vision, Texas Tourism.
» Joe Gatti: copywriter more than 10 years, past experience includes accounts for Dairy Queen, GalloWineries, American Plastics Council, Olive Garden and Aetna.
» Dave Popino: art director more than 10 years, previously produced advertising for Ford Motor Co., Hewlett-Packard and Microsoft, as well as consumer brands, including Whirlpool, Chevron, Nextel and Sprint.

What drove the development of the concept: Bank of the West is focused on exceptional customer service. The toaster is an icon of friendly face-to-face banking service from a simpler era in marketing. Today, Bank of the West continues that tradition of outstanding service to its customers, and the toaster serves as a tongue-in-cheek reminder of that.

Working on next: Enhancing and expanding our interactive capabilities.

About The Author

Staff Report

Staff Report

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A daily newspaper covering San Francisco, San Mateo County and serving Alameda, Marin and Santa Clara counties.
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