Hieftje is a typoThe campaign has entertained Ann Arborites to the point that local radio host Martin Bandyke told CEO Tim Marshall that someone called the station to ask what time the next BOAA ad would run. Riding the wave, the bank (which has four Ann Arbor branches, plus outlets in Plymouth and Ypsilanti) ran a "build a billboard contest" on Facebook last year, generating 700 submissions. Grand Prize-winner Janine Hutchinson won for "Non-local banks think Mani Osteria plays for the Tigers." Her gag ran as a radio spot.
"We hear from small businesses" delighted at being mentioned in the ads, says Marshall, mentioning, among others, Red Shoes ("… sells red shoes") and Heavenly Metal ("… is a nun rock band"). While some businesses featured are BOAA customers, they are "not necessarily" favored as ad picks, says marketing VP Rhonda Foxworth. Local ad firm Perich & Partners conceived the idea and writes the ads, and Foxworth often pitches ideas, driving around town to check out new stores or businesses. "We've used around 100 headlines so far in the various media," she emails.