Reader's guide.

PositionIDEA BANK

The "Idea Bank" showcases outstanding examples of advertising and other marketing campaigns from financial institutions of all sizes and locations. The names of advertising and communications agencies are included where appropriate,

Customer Acquisition

Homebuying: A Science Fiction Story?

Institution: Royal Bank of Canada, Toronto Asset size: $1.1 trillion

Canada's largest bank has created another installment in its series of YouTube videos promoting the bank's online hub of homebuyer resources.

The 2-minute video, filmed as a mock trailer for a Hollywood movie, targets first-time homebuyers. The video spoofs the science fiction genre, using high-quality computer-generated graphics to create images of moving robots and space ships. The video attempts to drive viewers to the bank's website.

The video is a fourth in the series. Previous videos lampooned trailers for drama, horror and romantic comedy movies, all centered on the theme of first-time homebuying.

Last year's romantic comedy trailer generated a record 1 million views.

"We have a deep understanding of the first-time home buyer audience and appreciate their feelings and anxieties when making such a major decision," says Larry Jacobs, head of marketing for RBC. "What better way to capture the roller coaster of emotions that first-time buyers feel than capturing it through the lens of a movie trailer."

Getting Started: Ciara's Next Step Story

Customer Testimonials

The Next-Step Project

Institution: Regions Bank, Birmingham, Ala.

Asset size: $122 billion

The bank has introduced a series of 3- to 4-minute videos using a documentary style to look at everyday customers using help from Regions to cope with financial challenges at various life stages.

The video, part of a campaign called "The Next Step," are posted both on YouTube and the bank's website.

"The Next Step Project demonstrates how the Regions Bank story is interconnected with the stories of our customers," explained Michele Elrod, executive vice president and head of Marketing for Regions Bank. "Money touches nearly every aspect of people's lives, and Regions provides an array of financial solutions, including expertise, education, products and self-service tools to help people achieve their financial goals."

The videos in the series are:

* Getting Started: Ciara's Next Step Story. Ciara needs a crash course in paying off student debt while saving to get her PhD. The bank is...

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