"The bank that saves you time, makes you money" is WingspanBank.com, according to a new marketing campaign the virtual bank unveiled March 13. In a nutshell, says William Wallace, Wingspan's chief information officer, the virtual bank's first advertising campaign said, "We're different," while its second one says, "These are the ways in which we are different."

Intended to convey the breadth (or should that be span) of the bank's offerings, the new broadcast and print campaign will spotlight a series of products. First in line are home equity loans. Wingspan wants to convey that it is "unique" in giving 60-second approvals, says Kevin Watters, senior vice president of marketing (Others make the same claim, including Wells Fargo & Co., which is running an ad campaign for online home loans in The New York Times and elsewhere.)

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