Challenge: Use a small 4-frame animated ad format that leads customers click through to Bank of America's savings tips page and sign up for a savings account.
Solution: Plug in the numbers. Associate BofA savings account directly with the results of everyday savings.
Challenge: Draw Bank of America online customer attention towards BofA emergency savings tips page in pursuit of eventual savings account sign-ups.
Solution: Create a short interstitial page at customer sign-out that highlights both the general importance of emergency funds and how a fund should fit individual customer needs.
Challenge: Use the front-page masthead format to drive traffic to BofA credit education page that contains links to application pages for various credit products.
Solution: Align "credit myths" concept with well-known Bigfoot myth.
Result: Top-performing masthead during week of release with a .44 click-through rate.
Challenge: Use short ad and interstitial page formats to promote Bank of America card usage on Apple Pay on iPhone and Watch devices.
Solution: Go straightforward--posit the newness and convenience of the payment method for BofA customers as a handy way to enjoy all their card's benefits while shopping.
Challenge: Use short-format online ads to pivot from highlighting Merrill Edge's optimistic 2015 Outlook predictions to a more cautious 2016 take.
Challenge: Use short-format ad banners to promote Bank of America's savings education pages that target savings account sign-up prospects.
Solution: Use straightforward copy and visual metaphors to message diverse savings approaches that compel customers to click through.