STEVIE awards name First Niagara best bank marketing program

Agency recognized for banking marketing campaign of the year for First Niagara

Adams & Knight today announced the agency was recently awarded a gold STEVIE Award for Marketing Campaign of the Year in Banking for their “Free ATM” campaign for First Niagara. The agency edged out ING DIRECT’s Electric Orange Fee vs. Free campaign.

The integrated “Free ATM” campaign included broadcast, print and interactive efforts, which featured unusual yet real ATMs across the country to make the point that with First Niagara, all ATMs were free—from the most convenient to the least expected.

In one year alone, the campaign drove a record 63 percent increase in new checking accounts.

“We were able to capitalize on a unique offering from First Niagara that served as a differentiator,” said Jill Adams, principal of Adams & Knight. “ Few banks really owned the fact they offered free ATMs with their checking accounts; we made it our primary goal to inform consumers.”

The latest research results also show that First Niagara is indeed claiming ownership of this differentiating feature (free ATMs), with 38 percent of consumers in their primary markets naming First Niagara exclusively when asked, “which banks in your area offer free ATMs?”

About the STEVIE Awards

The Stevie Awards were created to honor and generate public recognition of the achievements and positive contributions of organizations and business people worldwide. Beginning with The American Business Awards in 2002, The International Business Awards in 2003, The Stevie Awards for Women in Business in 2004, and the Stevie Awards for Sales & Customer Service in 2006, their mission is to raise the profile of exemplary organizations and individuals among the press, the business community, and the general public. For a complete list of 2012 STEVIE Awards winners, please visit: 2012 STEVIE Awards Winners.