Business

Bank of Ann Arbor Finds Success Mocking Out-of-State Competitors

July 28, 2014, 7:45 AM

The billboard and radio campaigns for the the Bank of Ann Arbor that pokes fun at out of state banks seems to be having great success, reports Tom Henderson of Crain's Detroit Business.

The campaign, which began in 2010, was created by Ann Arbor-based Perich + Partners Ltd. — whose president, Ernie Perich, is on the bank's board of directors, Henderson reports.

Some of the billboards around town include:

  • "Non-local banks think Cazzie Russell is a designer dog breed." He was an All-American basketball player at the University of Michigan in the 1960s.
  • "Non-local banks think Gandy Dancer won the Triple Crown." It is a restaurant on the north side of downtown.
  • "Non-local banks think Hieftje is a typo." John Hieftje is the mayor of Ann Arbor.
  • "Non-local banks think Eisenhower and Packard were WWII generals." They are major streets in Ann Arbor.

Henderson writes:

Bank President and CEO Tim Marshall said he hired a marketing firm last year to assess the results of the ad campaigns. "They said they'd never seen anything like it," he said. "They said the brand awareness was off the charts."


Read more:  Crain's Detroit Business


Leave a Comment:

Photo Of The Day