Student Banking “Morris on Campus”

Chris Abelt developed a “digital experience map” that informed the content and optimized the user experience for this campaign while working as VP Engagement Management at Organic.

Cultural Insight: Millennial Generation consumers are avid users of digital media for shopping. Money is a serious business for college students, so they’re very interested in learning how to manage it well. But most banks employ highly irrelevant student banking offers online - often focused entirely on product features described in flat and boring banking language.

Brand Asset: Bank of America took a leadership role in offering smart and relevant to advice to younger consumers about how to be financially responsible, and make the most of their money.

Growth Strategy: Bank of America created Morris on Campus — Life According to an Upper Classman. The campaign was designed to educate and empower students to take control of their finances and bank with confidence. The hip and highly relevant messages were delivered online via streamed content, display ads as wells as at on-campus events and in-branch point of sale.

Results: Key performance indicators such awareness, brand favorability and consideration significantly increased, as did new student banking customer account acquisitions.