Description:
The Liberty Auto Loan is a unique loan product that allows customers to send in a coupon and skip a payment once each year.

Situation:
ASB was having difficulty competing with the other lenders such as GMAC and Ford Motor Credit who often use rate reductions as a marketing tool.

Challenge:
To increase auto loans without getting into a rate war.

TPCG Solution:
TPCG created the Liberty Auto Loan using a "Skip-A-Payment" character: television, newspaper and radio were all used with the "Skip" graphic.

Results:
Many new customers preferred the convenience of being able to skip a payment to saving interest. American State's share of the automotive loan market has steadily increased. An even greater by-product has been the customer satisfaction with American State Bank. Bankers also saw it as a needed increase in their loan portfolio.

URL: http://www.asbonline.com

| HOME | OUR GANG | KIDS WE PLAY WITH | COOKIES & ICE CREAM |