college planning tool
Challenge: Use short-message ad formats to drive both Merrill Edge customer engagement with ME's College Planning Tool, and subsequent leads for college savings accounts.
Solution: Emphasize the importance of early planning in the messaging. Conceptualize visuals that alternately imply the human aspect of the issue and feature the tool's interface.
Challenge: Use various ad formats to drive Bank of America Core Checking account sign-ups targeting new college students.
Solution: Play on lessening anxiety about student access to funds while away from home.