Bank of America: Friends Again

Bank of America, a financial institution, used an integrated marketing approach to launch its Friends Again campaign in the US and promote its new peer-to-peer mobile payment system, Zelle.

Campaign details

Brand: Bank of AmericaAgency: Burson-Marsteller

Overview

When it comes to peer-to-peer (P2P) mobile payments, Venmo and PayPal dominated the category until recently. Bank of America (BofA) was one of the first financial institutions to incorporate a P2P feature, called Zelle, in its mobile banking app earlier this year. Zelle allows people to securely send and receive money in minutes, without additional fees regardless of where they bank. But BofA knew promoting no fees, safety and security features alone wouldn't be enough to break through with Venmo and PayPal users.

Instead, BofA chose to demonstrate the...

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