A sponsorship package with the Indiana University athletic department presented itself to Salin Bank, featuring broadcast advertising on IU basketball’s radio and television broadcasts. Salin then sought Asher, a long-standing partner and vendor of choice for IU sports, to develop creative that would make this small, family-owned Indiana bank stand out from the crowd of mega budget spenders like athletic apparel companies and energy drinks.
Salin Bank
IU Basketball Promotion
We decided to produce two different spots. In the first, Coach Crean answers media questions after a game, with a twist: Mr. Salin suddenly appears and begins answering all the questions himself, playing into Salin’s “No questions we can’t answer” philosophy.
The second spot featured two sports announcers giving a play-by-play of Mr. Salin as he approves a loan, complete with replay and slow-motion.
Both spots played perfectly within the context of IU sports broadcasts. In addition to the anticipated recall, recognition, and top-of-mind awareness that the spots generated, they took on a life of their own, being mentioned in a Big Ten podcast discussing a recent Indiana vs. Michigan State game.
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Asher Agency
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