A Fee-Free Enterprise

Richards/Gravelle Promotes Compass Bank
DALLAS-Richards/Gravelle here is placing the emphasis on “free” in a new campaign for Birmingham, Ala.-based Compass Bank.
In radio, outdoor and print executions breaking today in key Compass markets, Richards/Gravelle emphasizes the no-fee aspect of the client’s checking, debit card and PC banking services.
The campaign tagline is: “A free checking account with a lot of extra free stuff.”
The campaign, running through July 31, works within the continuing branding platform that takes on Compass’ mega-national bank competitors. In two 60-second radio spots, “Happy Checking” and “PC Banking,” a sinister voice proclaiming itself the “Bank of the Northern Hemisphere” touts what people dislike about the high cost of larger financial institutions. A friendlier voiceover then notes fee-free offerings at Compass.
Richards/Gravelle has handled the client’s integrated advertising and public relations since 1994.
Compass, a unit of the $17.3 billion publicly held holding company Compass Bancshares, has 292 locations in Alabama, Arizona, Texas and Florida. Annual advertising expenditures amounted to $6.2 million, per Competitive Media Reporting.
Ads will appear in several of the bank’s primary markets: Dallas, Houston, San Antonio and Austin, Texas; Birmingham, Huntsville, Mobile and Montgomery, Ala.; and Jacksonville and Gainesville, Fla.
Creative credits on the radio ads go to writers Mike Malone and Bill Cochran. On print and outdoor, Chris Smith served as copywriter and Troy Corman was art director. ƒ