The old lost wallet routine.

• Position: Guerrilla Marketing - Carolina Premier Bank - Saturday Brand Communications - Brief article

Institution: Carolina Premier Bank, Charlotte, N.C.

Asset size: $107 million

Agency: Saturday Brand Communications, Charlotte, N.C.

As a de novo bank (established in 2007), Carolina Premier Bank has had to use unique approaches in order to establish name recognition and to differentiate its brand.

The bank and its agency developed a guerrilla marketing strategy to promote the opening of its new headquarters branch--which involved a relocation from the existing building.

Instead of just placing a sign in the building or distributing fliers, the agency created a fake wallet containing directions to the new office and periodically left wallets unattended at high-traffic locations in or near the branch. Anyone who "found" the lost wallet and returned it...