Agency: None

Sample coverage: Fort Worth Business Press, Star-Telegram, ABA Journal (print)

Campaign: Hollywood it's not. But North Texas is home to one of the more unusual and risky bank campaigns anyone has ever seen. Rather than spending money on a traditional print and radio buy to advertise the bank's latest programs, Worthington (a regional bank) made four short films for YouTube, including a finale that mimicked a Western-style bank robbery. The mock robbery -- something most banks would shy away from -- was foiled by the bank's employees, who used their customer service skills to charm the thieves into submission.

The campaign relied almost entirely on local press coverage to drive customers to the bank's website and YouTube page.

What set it apart: While the numbers on the campaign were small (North Texas isn't the same as going national), Worthington Bank CEO Greg Morse says the YouTube videos were a success because they took risks few brands in the space ever dream of taking.

"We were at a bank conference two years ago and noticed that the advertising for smaller banks was pretty lame," Morse says. "The videos were made purposely to incorporate situations one wouldn't necessarily associate with a bank, like a day at the beach. They were made to showcase as much personality as possible (again, something not generally associated with banks). We aimed to make the campaign as unexpected as possible because people always talk about the things that surprise them."

That tactic worked, and many local reporters took note of a bank talking -- albeit in jest -- about bank robberies. According to Morse, that buzz helped energize existing customers and bring in new clients who were looking for a more personal relationship with their local bank.

Advice: While Morse attributes much of the campaign's success to the surprise factor, he also believes that using employees as actors in the ads made a big difference. "Using real-life employees added a bit of human interest and upped the news value of the story," Morse explains.

The use of employees also helped sell the bank's message of personable customer service, something Morse believes is best kept out of the hands of paid actors who are less likely to appear genuine.