Bank of America - using research to build break-through marketing in financial services – the story of ‘keep the change’

For years, Bank of America’s advertising was built on messages about convenience and service, but by 2005, new customers were getting harder to find due to the increasing size of the bank and a saturated market.

Bank of America – using research to build break-through marketing in financial services – the story of 'keep the change'

I. INTRODUCTION

In the spring of 2006, Bank of America launched an advertising campaign designed to drive awareness and interest in 'Keep the Change', a debit card based savings service that allows consumers to automatically deposit the difference between checking based debit card purchases and the next whole dollar amount of these purchases into their savings accounts. While a radical departure from campaigns the organization had sponsored in the past, the campaign proved, in the end, to be a tremendously...

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