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For Immediate Release
September 27, 2016
ABA Media Contact: Mike Townsend
(202) 663-5471
Follow us on Twitter: @ABABankers

ABA Honors 5 Banks with Inaugural Bank Marketing Video Awards


WASHINGTON — The American Bankers Association recognized the nation’s best bank marketing videos last night at the 2016 ABA Bank Marketing Conference in Nashville. The first annual ABA Bank Marketing Video Contest featured nearly 400 entries from banks of all sizes nationwide. 

“In this era of digital consumption, video has become a key component of any marketing mix,” said Jim Edrington, executive vice president of ABA’s Professional Development Group.  “Banks of all sizes use videos frequently to inform, to educate and to show the world who they are, and nobody is doing it better than these award recipients. The creativity and precise messaging in these award-winning videos helps these banks connect with today’s digital-savvy consumers who increasingly rely on online research to make purchase and financing decisions.”  

A panel of industry judges evaluated the production value, creativity and messaging of all entries. The top four videos for each asset category were then posted on for public voting, where more than 6,000 voters determined the winners.  The 2016 award winners are:

Best in Show (video that received the highest tally across banks of all asset sizes when judges’ scores were combined with public votes)
  • ​Old National Bank, Evansville, Indiana for its video titled “Through the years.”  The video’s depiction of one family’s long-term relationship with a bank portrays retail banking at its best: as the infrastructure that supports the American dream. 
Best in Asset Category (winners determined through combination of the judges’ scoring and public votes within each asset category)

Under $500 Million
  • Pannos Marketing for Bank of Zachary, Baton Rouge, Louisiana for its video titled “You can bank the way you want to.” The video takes a humorous look at the banking preferences of different generations to show that when it comes to banking, you really can have it all.
$500 Million – $1 Billion
  • First Bank Richmond, Richmond, Indiana for its video titled “Modern Fit Checking.” By presenting this bank’s choice of checking accounts as a lively animated short, this video makes it easy for consumers to digest a relatively complex matrix of offerings.  
$1 Billion – $5 Billion
  • ​Bank of Guam, Guam for its video titled “iFit 5k Run.”  This category winner breaks the mold of financial services advertising, not only by focusing on a charity event, but also by melding the sounds and images of traditional Pacific island culture with the concept of a modern family on the move.  
Over $5 Billion
  • Old National Bank, Evansville, Indiana for its video titled “Through the years.”  As the top scorer overall, this video was also the winner of the Best in Show prize. 
Spotlight Award (award given to an entry deemed worthy of special recognition -- the judges’ favorite among those that did not progress to the final round)
  • First Tennessee Bank, Memphis, Tennessee for its video titled “Time is money.” This fast-paced video illustrates the gamut of banking needs and life demands, acknowledging that no one wants to take time away from their busy lives to attend to time-consuming banking chores.
Marketers’ Choice Award (award given to bank marketers’ favorite finalist video, as determined by on-the-spot mobile app-based voting onsite at the ABA Bank Marketing Conference in Nashville)
  • Old National Bank, Evansville, Indiana for its video titled “Through the years.”  This video also won the Best in Asset Category (Over $5 Billion) and the Best in Show prizes. 

TWEET THIS: @ababankmktg announces inaugural Bank Marketing Video Award winners​ #ababankmktg

The American Bankers Association is the voice of the nation’s $16 trillion banking industry, which is composed of small, regional and large banks that together employ more than 2 million people, safeguard $12 trillion in deposits and extend more than $8 trillion in loans.
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