Debit-card swipe sweepstakes.

• Position: Product Promotion - Simplicity Bank - Financial Marketing Solutions - Brief article

Institution: Simplicity Bank, Covina, Calif.

Asset size: $854 million

Agency: Financial Marketing Solutions (FMS), Franklin, Tenn.

The goal of this campaign was to drive swipes on debit cards and open new checking accounts.

Every time a customer used a debit card--whether at an ATM or at a point-of-sale location--the customer would receive drawing entries equivalent to the amount of the debit card transaction.

Every week, a drawing would be held to receive an exotic and distinctive experience gift, such as a...