Description:
The Liberty Checking Account offers free checking, the first order of checks free, a free Tillie (ATM) card and usage and no service fee. A final unique feature is overdraft protection for up to $200 at a fee of $20 per insufficient check.

Situation:
ASB wanted to retain their club accounts and felt the pending introduction of free checking by new bank holding companies would eliminate many of these profitable accounts.

Challenge:
Quickly establish ASB as the leader in the free checking trend while protecting club accounts without cannibalizing their other accounts.

TPCG Solution:
While other financial institutions used gimmicks to introduce free checking, TPCG felt the product was superior and excess clutter would detract from the message. A simple message was used.

Results:
Club and existing checking accounts were maintained while opening thousands of new accounts.

URL: http://www.asbonline.com

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