Newsworthy--making headlines.
| Position | Idea Bank |
Humor,Winner,Asset Size:Over $5 Billion
Institution: FirstMerit Bank, Akron, Ohio
Agency: Barnes Design Group LLC
The bank used a humorous news-story format to promote the features and benefits of its Reality Checking product.
The bank reported that it customer contact center received calls and e-mails from customers wondering "what this all meant and where the news stories originated."
As a result of the campaign, the bank increased new customer households by 39.5 percent compared to the previous year.
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