Mascot named Mo helps to promote mobile banking.

• Position: Customer Acquisition - Brief article

Institution: MobileOne, Framingham, Mass.

Asset size: $398 million

Agency: Sundin Associates, Natick, Mass.

MobileOne wanted to promote the idea that it offered the same advanced technology used by large banks--thus making it as easy and convenient for customers to work with a local bank.

The agency decided to use whimsical attention-getting messaging and some nontraditional media, such as a spot that ran in local movie theaters. In the spot, Mo dances, golfs and uses the bank's mobile banking.

To provide support for the theater campaign, the bank held a...