Bank of America Ads Get Personal - Brief Article

Brandweek, May 28, 2001 by Hilary Cassidy

Bank of America's summer advertising campaign, with a message about individualized banking, is using lifestyle media outlets to share its concept of personalized accounts.

The campaign, the largest customer-focused sales effort ever for Charlotte, N.C.-based Bank of America, carries the theme, "Why not bank your own way?" The marketing supports a program that allows consumers to package the bank's checking accounts with various products and services tailored to their individual needs.

Among the services featured in the ads are My Access checking, a new account targeted to busy 25-to 40-year-olds who want to bank electronically, with a low opening minimum and no service fees if paired with direct deposit. Others include Photo Security check and credit cards and online banking.

Print ads, via Bozell, N.Y. feature a tight shot of a person-- showing perhaps just a portion of a face--along with a product description and messages about how the bank helps individuals meet their goals. English, Spanish, Korean, Vietnamese and Chinese versions will be created. The campaign will run in a wide variety of newspapers and lifestyle publications, including Parenting, Baby Talk, Modern Bride, O, Men's Health, Real Simple, Southern Living, Parade and USA Weekend. Messages also will be included in U.S. Postal Service welcome kits in several markets.

"Our own customer rhythms show checking acquisitions happen during lifestyle changes," said Cindy Trlica, svp-brand and communications, Bank of America. "People move, their children go to college, and we know summer is the key time for that."

Trlica said personalization is a key part of both the message and the services provided. "We're saying, tell us what you need and we'll give it to you. Consumers will walk away with the idea that Bank of America will help me find a solution that fits my lifestyle rather than sell me the product of the month."

The campaign, which runs through Aug. 31, comprises a significant portion of the total Bank of America 2001 marketing budget for 2001. CMR in 2000 was $122 million.