Commentary
Organic - Bank of America
- by August 25, 2008
Bank of America
http://www.undergroundaward.com/omma_awards/fees_processes/
Finalist Financial Services
Senior integrated media designer; Michael Convery, creative director; Chris Rezner, senior designer; Chris Page, associate creative director; Alex Churchill, associate creative director; Peter Balogh, director of engineering; Laura Buchanan, senior engagement manager; Hugh Elliott, manager of interactive media; Cindy McCamy, senior quality engineer; Patrick Dunphy, senior interface designer; Cameron Thornton, director engagement management; Adam Turinas, executive vice president, client engagement
Banks get more complaints than
ever about fees. Bank of America decided to commission an easy-to-use site that addressed all of the most common gripes. The Flash-rich site, created by Organic, includes full-screen videos,
animated demos, predictive search, links to the Top 5 customer-related pages and asend-to-friend option. Users could sign up for text alerts, online banking and mobile banking. While the campaign
did what the client asked - it educated customers and racked up 200,000 page views - there was an unexpected benefit: So far, site visitors have opened more than 2,000 new accounts.
