Best Bank Websites

Bank of America maintains the #1 market share among students for two financial products: Checking and Credit Card. In 2008, Bank of America enlisted Organic to help B of A maintain this leadership position by developing a microsite that would meet the needs of students in their current stage of life. Organic created Morris, “the Wise Upperclassman,” and his online web show, “Morris On Campus.” For students, Morris is a peer, a mentor, and a confidante — someone who has recently had to make the same financial decisions other underclassmen are making today. “Morris On Campus”—the show—is a way for Morris to communicate bank messaging, in terms that students can understand. Organic designed and built a “Student Banking” microsite that offers students the wisdom of Morris, banking products and banking resources. All of these resources enable students to experience all that they can out of college, while maintaining control of their money. Media support for the site included online media, banners on bankofamerica.com, ATM ads, DPOS and POS in Bank of America branches, ads in college publications, bus stop advertising, and handouts at on-campus events. Organic also created six web shows for the microsite. The topics covered how to save money for Spring Break, the advantages of online banking, and the convenience of Bank of America’s 6,500 banking centers and over 18,000 B of A ATM locations. From a handy “Tools” section, students can download numerous tools like “The Student Financial Handbook” or a college budget planner. A glossary was created with over 40 easy-to-understand financial (and life) definitions. Within a two-month period of launch (July 2008), BofA’s “Morris on Campus” microsite received over 218,000 session visits, 3,233 applications for Student Banking Products (1.5% Conversion), 55% of the site visitors were identified as new to Bank of America online content, and the “Be Money on Campus” Sweepstakes brought in 3,500 Entrants, providing 5,500 tips. Please see full overview and results at: http://www.undergroundaward.com/iac_2009/bofa_morris/

Contributors:

VP, Creative:	Conor Brady
Creative Director:	Douglas Diaz
Creative Director:	Brad Mancuso
Creative Director:	Gary Nelson
Creative Director:	Nic Tan
Art Director:	Jola Hyjek
Art Director:	Jonathan Kochan
Writer:	Tyler Griffis
Writer:	Paul Baker
	Please see full credits at: http://www.undergroundaward.com/iac_2009/bofa_morris/

ORGANIC, INC.

Location: USA