ABA Banking Journal - July 2008 - (Page 13) “Gifts on Fifth” was the name Bank of America gave its “experiential marketing” center, open in New York during the yearend holiday season. It helped market BankAmericards and create a softer image for the big bank. McKillop continues, “is that we wanted to reward existing customers, so they get 50% more rewards.” As for the marketing, it had “whimsy”: a bit like the bank’s Big Red Couch cam- paign a few years ago that jokingly alluded to BofA’s Keep The Change product. A huge, touring couch allowed treasure hunters to climb aboard to find change slipped between the cushions. Fun elements of Gifts on Fifth included carolers, celebrities, concierges, a children’s play area, and the opportunity for shoppers to make their own holidaygreeting video and post it on YouTube. “We brought an element of whimsy into it,” says McKillop, “something you’d never associate with a bank. If we make them laugh maybe they could sit around and learn about our products.” One thing BofA has learned from its experiments in experiential marketing, says McKillop, is, “You have to keep the kids as entertained as the adults, or they’ll say, ‘I want to go home’.” — Orla O’Sullivan, contributing editor Subscribe at www.ababj.com ABA BANKING JOURNAL/JULY 2008 13 http://www.nationwide.com/moreincome http://www.nationwide.com/moreincome http://www.ababj.com
Table of Contents Feed for the Digital Edition of ABA Banking Journal - July 2008 ABA Banking Journal - July 2008 Contents Editor’s Column Searching for New Paradigms at BIS Snapshot: C&I Asset Quality 100th Anniversary: Then & Now BofA "Event Concept" Wins Awards, and Customers ABA Resources ABA Chairman’s Position M&A: Beat Today's Market Blues Pass the Aspirin Cover Story: Workout Time Correspondent Banking: No Longer Just a Handshake Business Getting IT Right By Thinking It Through Webnotes Are You "Red Flag" Ready? Mailbox Banker’s Mart To Advertise/Index of Advertisers The Economy ABA Banking Journal - July 2008 ABA Banking Journal - July 2008 - ABA Banking Journal - July 2008 (Page Cover1) ABA Banking Journal - July 2008 - ABA Banking Journal - July 2008 (Page Cover2) ABA Banking Journal - July 2008 - ABA Banking Journal - July 2008 (Page 1) ABA Banking Journal - July 2008 - ABA Banking Journal - July 2008 (Page 2) ABA Banking Journal - July 2008 - Contents (Page 3) ABA Banking Journal - July 2008 - Editor’s Column (Page 4) ABA Banking Journal - July 2008 - Editor’s Column (Page 5) ABA Banking Journal - July 2008 - Editor’s Column (Page 6) ABA Banking Journal - July 2008 - Searching for New Paradigms at BIS (Page 7) ABA Banking Journal - July 2008 - Snapshot: C&I Asset Quality (Page 8) ABA Banking Journal - July 2008 - Snapshot: C&I Asset Quality (Page 9) ABA Banking Journal - July 2008 - 100th Anniversary: Then & Now (Page 10) ABA Banking Journal - July 2008 - 100th Anniversary: Then & Now (Page 11) ABA Banking Journal - July 2008 - BofA "Event Concept" Wins Awards, and Customers (Page 12) ABA Banking Journal - July 2008 - BofA "Event Concept" Wins Awards, and Customers (Page 13) ABA Banking Journal - July 2008 - BofA "Event Concept" Wins Awards, and Customers (Page 14) ABA Banking Journal - July 2008 - ABA Resources (Page 15) ABA Banking Journal - July 2008 - ABA Chairman’s Position (Page 16) ABA Banking Journal - July 2008 - ABA Chairman’s Position (Page 17) ABA Banking Journal - July 2008 - M&A: Beat Today's Market Blues (Page 18) ABA Banking Journal - July 2008 - M&A: Beat Today's Market Blues (Page 19) ABA Banking Journal - July 2008 - M&A: Beat Today's Market Blues (Page 20) ABA Banking Journal - July 2008 - M&A: Beat Today's Market Blues (Page 21) ABA Banking Journal - July 2008 - M&A: Beat Today's Market Blues (Page 22) ABA Banking Journal - July 2008 - M&A: Beat Today's Market Blues (Page 23) ABA Banking Journal - July 2008 - Pass the Aspirin (Page 24) ABA Banking Journal - July 2008 - Pass the Aspirin (Page 25) ABA Banking Journal - July 2008 - Pass the Aspirin (Page 26) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 27) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 28) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 29) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 30) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 31) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 32) ABA Banking Journal - July 2008 - Cover Story: Workout Time (Page 33) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 34) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 35) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 36) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 37) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 38) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 39) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 40) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 41) ABA Banking Journal - July 2008 - Correspondent Banking: No Longer Just a Handshake Business (Page 42) ABA Banking Journal - July 2008 - Getting IT Right By Thinking It Through (Page 43) ABA Banking Journal - July 2008 - Getting IT Right By Thinking It Through (Page 44) ABA Banking Journal - July 2008 - Webnotes (Page 45) ABA Banking Journal - July 2008 - Webnotes (Page 46) ABA Banking Journal - July 2008 - Are You "Red Flag" Ready? (Page 47) ABA Banking Journal - July 2008 - Are You "Red Flag" Ready? (Page 48) ABA Banking Journal - July 2008 - Mailbox (Page 49) ABA Banking Journal - July 2008 - Mailbox (Page 50) ABA Banking Journal - July 2008 - Banker’s Mart (Page 51) ABA Banking Journal - July 2008 - To Advertise/Index of Advertisers (Page 52) ABA Banking Journal - July 2008 - To Advertise/Index of Advertisers (Page 53) ABA Banking Journal - July 2008 - To Advertise/Index of Advertisers (Page 54) ABA Banking Journal - July 2008 - To Advertise/Index of Advertisers (Page 55) ABA Banking Journal - July 2008 - The Economy (Page 56) ABA Banking Journal - July 2008 - The Economy (Page Cover3) ABA Banking Journal - July 2008 - The Economy (Page Cover4)
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