Internet-only banking operation Net.B@nk will launch its first national
radio advertising campaign on Sept. 6.
Net.B@nk said it will begin airing 60-second spots on local radio stations
nationwide “promoting the bank’s unique value proposition of existing purely
on the Net,” passing its cost savings on to customers in the form of low and
no fees and higher interest rates on deposits.
Spending was not disclosed.
Following a successful test radio ad campaign in two of the bank’s top
markets during June and July, Net.B@nk said it decided to take the campaign
to the bank’s top 11 major metropolitan markets.
The ads tout Net.B@nk’s free, high-interest checking with free, unlimited
online bill pay, free checks and 24 by 7 account access.
Running into
December, the campaign complements ongoing print and online advertising
initiatives the bank has co-developed with its advertising agency USWeb/CKS.
The tagline is: “So, why aren’t
you Netbanking?”Net.B@nk CEO D.R.
Grimes said the bank continues to heavily invest in its
Web-based operation, and has already completed installation of online check
reordering and online bill payment services.
The bank also plans to implement
check and document imaging for online viewing of all account documents and an
instant messenger system in which customers, while online, will be able to
immediately send and receive e-mails with a customer service representative.