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  June 13, 2005PEOPLE'S BANK ADVERTISING CAMPAIGN WINS MULTIPLE AWARDS BRIDGEPORT, CONN. - People's Bank recently was honored with eight awards at the Advertising Club of Connecticut's 51st annual awards show for its campaign focused on students at the University of Connecticut. People's Bank has a long-standing relationship with the university and has a full-service branch at the UConn Co-op and 4 ATMs on campus to serve the 24,000 students, faculty and staff in Storrs. The Advertising Club of Connecticut's annual awards presentation "showcases the best and the brightest work" in the state during the past year. Six of the eight awards that People's received were for a campaign executed last fall targeting new students attending the University of Connecticut at Storrs. People's agency of record, Outhouse Communication, Inc. of Weston, Conn., developed an innovative campaign "Free 4 All" which highlighted four years of free checking, four years of free online banking and bill pay, and four years of 24/7 access to cash at People's four local branches in the Storrs area and four on-campus ATMs. The ads, which were slightly edgy to appeal to the college-age audience, featured items familiar to college students everywhere like instant noodle soup, shower flip flops, dirty laundry and the ubiquitous coffee cup. The other two awards were for advertisements supporting individual checking products. The UConn ads were first introduced during the August 2004 WOW week, during which incoming freshmen and returning students buy books and prepare for the new school year. That preparation includes, for many, opening a checking account so that they can access funds throughout the school year. "Because of our association with the University of Connecticut, People's always targets WOW week as an opportunity to gain new customers," said Cynthia Belak, first vice president, Marketing. "Students are a unique clientele. They are young, have fresh ideas and a sense of humor. The campaign we developed has all of these attributes and it is an honor to have been judged so favorably by our advertising peers." The "Free 4 All" campaign comprised four ads:
"College is an exciting time. For many, it's the best four years of life," said Michael Asphar, principal partner, Outhouse Communication, Inc. "But this newly found freedom doesn?t come without a small dose of 'reality' - dorm food, doing your own laundry, studying and banking. Speaking their language, understanding their lives, is crucial to becoming their bank. Keeping it light and a bit irreverent did the trick for this important target audience." The ads were featured in the student newspaper, The Daily Campus, on buses in the area and in posters at People's Bank branches in the Storrs area, including the one at the UConn Co-op. In addition, every student who opened a new checking account received a ''Free 4 All'' kit which included a bar of soap, a bag of instant noodle soup, a bottle of laundry detergent, and a pack of instant coffee, all referenced in the ads.
The specific awards presented to People's Bank at the Advertising Club event are:
Gold Brush in the category Posters (Series) Founded in 1842, People's Bank (peoples.com) is one of Connecticut's largest banks with assets of $11 billion, more than 240 ATMs and 154 branches, 67 of which offer convenient seven-day banking in Super Stop & Shop locations across the state. A diversified financial services company, People's Bank provides consumer, commercial, insurance, retail investment and trust services to personal and business banking customers. People's Bank is the official banking partner of the University of Connecticut Division of Athletics. For more information about People's, its products and services, please call 800-772-1090, visit peoples.com or any of People's branches. # # # People's Bank. It's Possible @ People's. | 
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