Bank of America: BankAmericard Cash Rewards Credit Card
BankAmericard Cash Rewards Credit Card (1-2-3)
Business Case and Campaign Objectives
Like all financial institutions in the current environment, it is important for Bank of America to deepen relationships with its customers. We believe we can accomplish this by understanding our customers' financial needs and mindset and addressing those needs by either improving our existing products or innovating new ones. This is an ongoing process that is heavily supported by marketing research. At the end of 2010 we started our research journey to determine our messaging strategy for the second half of...