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Addison Avenue FCU ^[2] is targeting those who may have a problem with “bank addiction” in its latest campaign, “Bank Intervention.” ^[1] The promo, produced by Weber Marketing Group, ^[3] has an overall tone that is wry and sassy, and its microsite ^[1] is entertaining — all while successfully managing to push three different product offers.

Hi, I’m Carl and I’m an Addict

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.

• Episode 1 ^[4] – Carl is ambushed by his family and the intervention is under way.
• Episode 2 ^[5] – The intervention isn’t going well. Carl is having bank withdrawals.
• Episode 3 ^[6] – The dark secret behind Carl’s bank addiction is revealed.
• Episode 4 ^[7] – Dr. Footh shares his own struggles with bank addiction.
• Episode 5 ^[8] – Dr. Footh’s Rorschach test puts Carl on the road to recovery.
• Episode 6 ^[9] – Dad shows Carl a video where a banker confesses to dirty tricks.
• Episode 7 ^[10] – Dr. Footh gets Carl to channel his bank rage at a pillow.

Each video is around a minute long. All the episodes can be viewed at BankIntervention.com website, or at Addison Avenue’s YouTube channel. ^[11]

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.”

Episode 3 – “I Learned It From You” ^[6]

In a parody of a classic anti-drug ad circa 1987, ^[12] “Who taught you how to use banks,” the dad asks. “I learned it from watching you dad,” the son says.

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Three Product Offers

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 ^[13] account paying 3.51%, 60-month auto loans at 4.49%, ^[14] and Platinum Visa cards with cash back and 3.99% on balance transfers. ^[15]

Tweet to Win

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.” ^[16])

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One of the more amusing entries ^[17] into Addison Avenue’s Twitter contest.

There’s a live stream of the most recent tweets ^[1] 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. ^[18]

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.” ^[19]

Bank Addiction Self-Exam

There’s a cute five-question quiz ^[20] 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?”

• “Thanks for nothing…”
• “Why hath thee forsaken me?”
• “Kiss my assets goodbye!”
• “I’m a lady, and ladies don’t swear.”
• “How’s that bailout thing working out?”

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A simple 5-question quiz ^[20] to determine if you have a problem with bank addiction.

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5 Reasons

On the Bank Intervention website, Addison Avenue offers “5 Reasons We’re Better Than Any Bank.” ^[21] Those five reasons include:

1. Transparency - We have nothing to hide. We post our financials every quarter — right in our branches. Take a look!
2. Honesty - We are not greedy. We practice safe lending. We have not gotten into trouble for things we shouldn’t have been doing.
3. Fairness - We won’t be changing rates or pulling back credit lines. Our products are fairly priced from the start — and they’ll stay that way.
4. Customization - We’re not going to sell you what is right for us. What we will do is try to find a custom solution that works best for you.
5. Stability - We will work with you through thick and thin. If you ever need help, chances are we can make adjustments

Marketing Support

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. ^[22]

ONLINE ADS (ANIMATED GIFS)

1 Comment To "BankIntervention.com"

#1 Comment By SRG On October 2, 2009 @ 8:57 am