Best Bank Websites

To follow up on the success of Bank of America’s “Morris On Campus,” the company requested Organic to craft a similar approach to extend student banking branding to high school students and their parents. Organic created additional branded content to address this new target entitled “The Morris Code.” Through the creation of an immersive, interactive pop-up book that leverages a combination of entertaining concepts threaded with educational branded content (an “edutainment” strategy), “The Morris Code” provides 10 tenets of financial literacy, decoding the complex nature of managing finances into 10 chapters. “The Morris Code” offers a new experience that engages parents and prepares them to start a conversation about banking with their child, and delivers an easy path that guides all site users toward opening an account.

The “Morris Code” proved to be a powerful and relevant campaign for the intended target, and the end result created a profitable trust between a brand and its customers rather than one-way advertising. Specific results include:
High school sales increased 40% over 2008
22% of site visitors were repeat visitors
Awareness generated by the “Morris Code” advertisements created a halo effect which simultaneously increased student checking sales on bac.com as well as on the Morris Code microsite
In addition to the documented return on investment, exposure to the site led to increases in all brand metrics among the target audience, including favorability and consideration:
Unaided brand awareness increased 30%
Brand favorability increased 40%
Brand consideration increased 13%

Contributors:

ORGANIC, INC.

Location: USA