Net.B@nk Plans National Radio Campaign

Internet-only banking operation Net.B@nk will launch its first national radio advertising campaign on Sept. 6.

Net.B@nk said it will begin airing 60-second spots on local radio stations nationwide “promoting the bank’s unique value proposition of existing purely on the Net,” passing its cost savings on to customers in the form of low and no fees and higher interest rates on deposits.

Spending was not disclosed.

Following a successful test radio ad campaign in two of the bank’s top markets during June and July, Net.B@nk said it decided to take the campaign to the bank’s top 11 major metropolitan markets.

The ads tout Net.B@nk’s free, high-interest checking with free, unlimited online bill pay, free checks and 24 by 7 account access.

Running into December, the campaign complements ongoing print and online advertising initiatives the bank has co-developed with its advertising agency USWeb/CKS.

The tagline is: “So, why aren’t you Netbanking?”Net.B@nk CEO D.R.

Grimes said the bank continues to heavily invest in its Web-based operation, and has already completed installation of online check reordering and online bill payment services.

The bank also plans to implement check and document imaging for online viewing of all account documents and an instant messenger system in which customers, while online, will be able to immediately send and receive emails with a customer service representative.