- The Financial Brand: Marketing Insights for Banks & Credit Unions - http://thefinancialbrand.com -
Posted By Editor On October 1, 2009 @ 4:21 am In Online,Product Marketing,Promotions,Social Media | 1 Comment
Addison Avenue FCU  is targeting those who may have a problem with “bank addiction” in its latest campaign, “Bank Intervention.”  The promo, produced by Weber Marketing Group,  has an overall tone that is wry and sassy, and its microsite  is entertaining — all while successfully managing to push three different product offers.
The campaign’s website features a series of seven videos about Carl, a bank addict. His mom, dad, brother, girlfriend and Dr. Footh, the moderator, conduct an intervention on Carl’s behalf. There are seven different episodes of mock bank intervention.
Each video is around a minute long. All the episodes can be viewed at BankIntervention.com website, or at Addison Avenue’s YouTube channel. 
When you hit the Bank Intervention website, make sure to notice the little details on the “Addison” brand retro-style TV with “Intervene-O-Vision.”
In a parody of a classic anti-drug ad circa 1987,  “Who taught you how to use banks,” the dad asks. “I learned it from watching you dad,” the son says.
This isn’t another one of those fluffy social media projects disconnected from the bottom line. Addison Avenue’s campaign promotes three different products. There’s a Dividend Rewards Checking  account paying 3.51%, 60-month auto loans at 4.49%,  and Platinum Visa cards with cash back and 3.99% on balance transfers. 
Anyone who sends a message using Twitter that contains “#bankintervention” is entered to win a $250 savings account from Addison Avenue. There’s a new winner every two weeks, and the contest is open to everyone. (Note: This Twitter contest strategy is one of many you’ll find in the Online Banking Report’s “Comprehensive Guide to Twitter for Financial Institutions.” )
One of the more amusing entries  into Addison Avenue’s Twitter contest.
There’s a live stream of the most recent tweets  mentioning Addison Avenue’s special “#bankintervention” code (called a hashtag in Twitter). You can see all tweets containing #bankintervention by looking at these Twitter search results. 
Key Question: Will any tweet containing the #bankintervention hashtag appear on the Bank Intervention website? Including those that may contain foul language or bash Addison Avenue?
At the Bank Intervention microsite, Addison Avenue also invites people on Twitter to “follow us.” 
There’s a cute five-question quiz  at BankIntervention.com, where all the answers to every question point to one, inevitable diagnosis: You have a problem with banks.
If questions are cheeky, the answers are even cheekier. Take question #2, “If you were to send your bank a monthly statement, what would you say?”
A simple 5-question quiz  to determine if you have a problem with bank addiction.
On the Bank Intervention website, Addison Avenue offers “5 Reasons We’re Better Than Any Bank.”  Those five reasons include:
This is a big campaign for Addison Avenue, who is doing everything from emails, running an aggressive schedule of online ads (shown below), to hiring a street team of Segway riders from GoMobile. 
ONLINE ADS (ANIMATED GIFS)
Article printed from The Financial Brand: Marketing Insights for Banks & Credit Unions: http://thefinancialbrand.com
URL to article: http://thefinancialbrand.com/7904/addison-avenue-bank-intervention/
URLs in this post:
 Image: http://bankintervention.com/twitter.html
 Addison Avenue FCU: https://addisonavenue.com/
 Weber Marketing Group,: http://webermarketing.com
 Episode 1: http://www.youtube.com/watch?v=3nYaG6GbK4g
 Episode 2: http://www.youtube.com/watch?v=D1BkV9C_YQ4
 Episode 3: http://www.youtube.com/watch?v=eRkDXAUy5sQ
 Episode 4: http://www.youtube.com/watch?v=Da5eZVaX8fs
 Episode 5: http://www.youtube.com/watch?v=CR_3hDqBh5g
 Episode 6: http://www.youtube.com/watch?v=_KkL1cLg06c
 Episode 7: http://www.youtube.com/watch?v=w6aowSFbG8s
 Addison Avenue’s YouTube channel.: http://www.youtube.com/user/AddisonAvenueFCU
 anti-drug ad circa 1987,: http://www.youtube.com/watch?v=Y-Elr5K2Vuo
 Dividend Rewards Checking: http://bankintervention.com/offer_drc.html
 auto loans at 4.49%,: http://bankintervention.com/offer_autoloan.html
 3.99% on balance transfers.: http://bankintervention.com/offer_visa.html
 “Comprehensive Guide to Twitter for Financial Institutions.”: http://thefinancialbrand.com/2009/05/27/twitter-report/
 Image: http://twitter.com/fcrwx/statuses/4501121690
 these Twitter search results.: http://search.twitter.com/search?q=bankintervention
 “follow us.”: http://www.twitter.com/addisonavenue
 five-question quiz: http://bankintervention.com/quiz.html
 “5 Reasons We’re Better Than Any Bank.”: http://bankintervention.com/reasons.html
 GoMobile.: http://www.gomobileadvertising.com/
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