Guiding In $196 Million

Campaign

Customer Acquisition Marketing

Client

Category

Financial Service

Tactics

Integrated Campaign

Objective

Acquire new and qualified checking account customers through a free Garmin GPS gift with account opening offer. Also, retain them through ancillary products, services and promotions that deepen the relationship. Elevate the Key brand through association with a universally respected brand, known for innovation and leadership.

Target

Family Asset Builders and mass banking audience

Components

Digitally constructed imagery of the Garmin GPS with screen graphics relating to KeyBank and financial success was used for in-branch posters, radio, outdoor, transit, arena merchandising, door hangers, guerilla marketing and fulfillment insert.

Results

The Garmin incentive program has been highly successful in attracting and acquiring new KeyBank personal and business checking account holders nationwide. Customers also signed up for either direct deposit or a bank credit card, helping deepen our relationship. The results of the promotion was a remarkable $196 million in new deposits.