Organic was chosen to lead a six-agency, cross-channel, student-targeted Bank of America campaign.
Our idea: provide “B.S.-free” financial advice via the character of Morris, a money-smart upperclassman.
The right casting was critical: the target had to like the actor to believe in the campaign. We researched Morris candidates with students and learned not only that Morris had to be intelligent and approachable but that money is serious business for college students. So humor and wisdom had to be balanced for the campaign to work with the target.
The core of the site is the videos where Morris spreads the word on fiscal responsibility and the student programs Bank of America offers. The integrated campaign also included online advertising, on-campus events, POS promotions, bus shelters, print ads, in-bank kiosks and more. Results so far have exceeded expectations, with very high rates of customer engagement. The campaign continues to evolve and is in its third iteration. Maybe the best proof of the character’s success was the mysterious disappearance of life-size Morris cut-outs from bank lobbies, due most probably to college students touched by the campaign.