PLAN

Black Friday and Thanksgiving weekend is a time for shopping and giving and opening up a new bank account. While it might seem a little out of the ordinary, Strategic America collaborated with Great Western to leverage its in-store locations, conveniently located within retail stores like Walmart. The 15 in-store locations offered a promotion to drive in-store traffic to open up a free checking account and savings account.

CREATE

SA quickly rolled out a creative strategy, “Great Holiday Giving” using geo-demographically targeted direct mail, e-mail blasts, flyers, lapel badges and POS signage to capture the attention of bargain hunters. By recommending a lead generation promotion (that produced several hundred leads) to go along with opening a checking account, consumers were instructed to bring in the direct mail piece for the opportunity to win an iPad™, Nook™ or cash.

ACHIEVE

• Five stores exceeded new account goals for the weekend.
• One store nearly doubled the new account goal for the weekend reaching 173% of goal.