Bank of America wanted a campaign to boost mobile app downloads and support the launch of the electronic transfer tool Zelle. Studies found that money is a key stressor in a lot of friendships and thus Friends Again was born.
I designed interactive ads for Hulu and other smart TV services that allowed users to participate in the Friends Again campaign.
The entire campaign culminated in Bank of America’s official “Pay Back a Friend Day”. We worked with Jimmy Kimmel to bring this to life and rented real estate in Times Square to get the message out. I concepted and created the content for the Times Square billboard, Dodger Stadium and Bank-owned channels.
Results:
35M+ total engagements in one day
11+ point lift in brand favorability on Twitter and Snapchat
$1.5B+ exchanged between friends
54% increase in app enrollment
Executive Creative Director: Sue Desilva | Creative Director: Dan Cordella, Joe Palmer, Jim Harrington | Associate Creative Directors: Krissy Andrews, Larry Fahey | Senior Art Directors: Tanya Bechara, Scott Petrichko | Copywriters: Carly Drown, Matt Shoewalter
