KANZA Bank “Banking by Kansans for Kansans” Television Campaign
Goal: Generate and build mass audience awareness over seven months’ time for the KANZA Bank name and service philosophy, priming the Wichita market for a planned east side location.
Strategy: Original television spot concepts designed to underscore the KANZA Bank name by frequent visual reminders throughout the spots, marrying the name images with Kansas and Wichita footage. A themeline, “Banking by Kansans for Kansans” further emphasizes the KANZA Bank name along with the Bank’s independent, localized business interests.
Tactics: Two :30 institutional spots were created to generate high profile name awareness, with a high frequency and targeted audience reach on network and cable television throughout 2007.
Bonus: Five-second audio/video news program sponsorships provided a cost-efficient boost to the spot buy reach and frequency.
