Ka-Ching! A Campaign to Encourage Savings.

• Position: Brief article

[ILLUSTRATION OMITTED]

Institution: Naugatuck Savings Bank, Naugatuck, Conn.

Agency: Pannos-Winzeler Marketing, Bedford, N.H.

The bank developed a proprietary VISA debit card rewards program that incents use of the card by paying the customer the cents of the transaction for all signature-based or credit transactions of $50.00 or greater. For example, if a customer makes a signature-based debit purchase, or selects credit, of $50.88, the bank will make a deposit of $0.88 of its own money into that customer's high-yield savings account.

Pannos-Winzeler Marketing was given the challenge of naming, branding and promoting the program. The program was named "Ka-Ching!" and was promoted as "The New Way To Get Money," and in some cases as "The...