In a not-too-distant past, the digital model for the banking industry was acquisition-focused: an offer in a banner drove to a landing page to sign up new customers. The voice was bank-speak, a language of initials and numbers: IRAs, 401k. There was limited customization and little empathy for the customer. In other words, it was more IQ than EQ.

Organic’s EQ+IQ™ philosophy has deeply influenced Bank of America’s digital efforts. We believe in speaking how people speak, not in bankcentric terms. In framing creative around people’s needs and life events. Taking the customer journey into consideration at every touchpoint. Shifting the perception of banks to accessible, trustworthy and supportive. Making the tagline, The Bank of Opportunity, ring true by offering relevant services, by providing opportunities for fiscal education, for positioning Bank of America as a partner in the pursuit for financial well-being…even providing fun, interactive branding opportunities in the most unexpected places.

Exceptional Educational Experiences

Home loan lenders talk about responsible lending, but not in a consumer-friendly fashion. We took a leadership position by bringing The Clarity Commitment to life in an easy-to-use, guided interactive experience that gives personalized answers to make the process transparent, shifting the conversation from rate and home price to the consumer’s larger financial picture. After engaging with this module, consumers are empowered with knowledge and confidence, and directed to a Mortgage Loan Officer to find the home loan solution right for them.
 

Contextual Relevance

Targeting isn’t only demographics—it’s providing messaging that’s relevant to a customer’s immediate environment. Like creating ads for New York taxi screens to encourage use of the Bank Visa Card for transit needs; ensuring ATM messaging reflects the local community and providing targeted information relevant to each customer. It’s becoming part of the American landscape with digital signs in Victory Park and Times Square that prompt passersby to engage in an NFL trivia game they can play against other passersby on their cells: a opportunity for enhancing brand awareness and building goodwill.

Customer Benefit vs. Product Benefit

Instead of overtly promoting product benefits in the Smart Choices savings campaign, we focused on what the customer wants. The content in the video ad banners and microsite talks about what interests customers now: real life budgeting tips, with product messaging integrated within the experience. Organic created video content specifically for the campaign and promoted it online, via digital signage in-bank and in digital billboards.

Award-Winning Thinking

Our creative wins kudos, shows off our strategic strength and garners big results: Morris on Campus successfully targets students; America’s Cheer involved the whole nation in supporting U.S. Olympic teams and received the highest interaction rates in rich media ever recorded for the financial vertical.