Regions Takes 'Big Picture' Approach | Adweek
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Regions Takes 'Big Picture' Approach

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ATLANTA Regions Bank has launched a campaign via Luckie & Co. that promotes its ability to help people make their goals a reality.

Tagged "Big picture," the work includes three 30-second television spots that began running nationally on cable networks this week. Spot television and radio will be added to the media schedule next week.

In one spot, an elderly couple walks onto a dock on a tranquil lake and admires a vacant lot across the water. A photograph falls from the sky and lands at their feet. The photo shows a house on the vacant lot.

Another commercial shows a man sweeping the patio of his small home furnishings business. The photo falls at his feet, showing his business as "Hal's Global Imports." A third spot depicts a young couple walking along a sidewalk outside their home. The photo that falls at their feet shows them with two children and a larger house. Each ad ends with the voiceover, "We all have a big picture. What's yours?"

Spending on the campaign was not disclosed, but the bank spent $25 million on measured media last year, according to TNS Media Intelligence.

"The metaphor of the picture shows how Regions takes a more holistic view of its customers' lives," said Brad White, executive creative director at the independent Birmingham, Ala., agency. "Each choice, big or small, is a step on the road to one's big picture dreams."

Other executions scheduled for next month include a 60-second trailer in 1,200 movie theaters, print ads in magazines and newspapers, billboards and Internet advertising.

The latest work follows the "Everyday confidence" campaign that Luckie developed for the Birmingham-based bank last summer.

Regions Bank acquired Union Planters Bank of Memphis, Tenn., last year and converted all branches to the Regions name. The acquisition gave Regions 1,300 offices in 16 states, mostly in the Southeast and Midwest, and assets of nearly $85 billion.

"Now that we have our name change and merger efforts behind us, we are able to leverage the size of our bank to take advantage of new marketing channels that previously weren't available to us," said Erin A. Tapp, director of advertising for the bank. "The 2006 campaign focuses on what we do to give customers and associates that confidence, no matter who they are or where they are in their lives."

Luckie has created advertising for Regions since winning the account following a review in 2004. The shop has provided media planning and buying for the bank since 2002.