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Bank of America Debuts Next Phase of 'Bank of Opportunity' Campaign
Thursday, May 15, 2008
Series of new TV commercials encourages American consumers to save; Introduces new product innovations that create saving opportunities
CHARLOTTE, N.C., May 15 /PRNewswire/ -- Bank of America will debut the
next phase of its Bank of Opportunity campaign this week that encourages the
American consumer to achieve their financial goals through savings and
financial planning. The series of new TV commercials also promotes the bank's
innovative new savings products that create opportunities for consumers to
navigate these uncertain economic times with back-to-basics financial
strategies.
(Logo: http://www.newscom.com/cgi-bin/prnh/20050720/CLW086LOGO-b )
"Americans across all income and education levels are feeling significant
economic pressure and are unsure of how to juggle multiple financial
priorities," said Anne M. Finucane, Chief Marketing Officer, Bank of America.
"Our new campaign underscores Bank of America's commitment to creating
opportunities that help people get back to the basics of disciplined saving,
careful budgeting and monitored spending. The new creative also illustrates
America's energetic and action-oriented culture of pursuing and achieving
worthwhile endeavors like building a strong financial foundation."
One of the new TV commercials (:30) presents classic American symbols
saved or collected by consumers - rusty old tractors, plastic bottles, the
bald eagle, redwood trees and our national parks among others - to highlight
how money can likewise be saved through Bank of America's product solutions,
including its innovative Risk Free CD(TM), new Select Money Market Savings
account and popular Keep the Change(R) savings program.
A second TV spot (:30) asks the question, "Who says it's okay to leave
change sitting around?" and promotes the bank's popular Keep the Change
savings program. The commercial features images of how loose change can add up
and points to how customers have saved over a billion dollars since Keep the
Change launched nearly two years ago.
As part of the new campaign, Bank of America is scheduled to air
additional TV commercials featuring the bank's new Risk Free CD, mobile
banking and popular affinity banking products that enable consumers to both
save and show their passion for NASCAR(R), Major League Baseball(R) and the
U.S. Olympic Team(R).
"Bank of America provides customers with financial opportunities best
suited for their needs now and in the future. Whether they are just beginning
to save or have a long term financial goal, we are with them every step of the
way," said Susan Faulkner, Deposits and Student Lending executive, Bank of
America. "Our recent milestone of customers saving more than one billion
dollars through our innovative Keep the Change savings program is a terrific
example of our commitment. Like Keep the Change, our newest CD and money
market savings product offerings can also help consumers to easily save while
giving them the flexibility to access and use their money when they need it."
The series of new TV commercials is part of broad, national integrated
campaign, which includes a mix of national and local television, radio, print
and online advertising. The new ads are scheduled to air on both broadcast
network and national cable channels, including ABC, CBS, NBC, FOX, CNBC,
MSNBC, HGTV, Discovery Channel and TLC, and run in a variety of primetime and
sports programming, including American Idol, Dancing with the Stars, Grey's
Anatomy and NCIS.
The new creative will also lead into a financial education campaign
currently being developed by Bank of America that focuses on helping consumers
realize their financial opportunity.
An integrated team of agencies, led by BBDO-New York, worked with Bank of
America to develop the new creative. Visit www.bankofamerica.com/AmericaSaves
to learn more about Bank of America's savings solutions.
Bank of America
Bank of America is one of the world's largest financial institutions,
serving individual consumers, small and middle market businesses and large
corporations with a full range of banking, investing, asset management and
other financial and risk-management products and services. The company
provides unmatched convenience in the United States, serving more than 59
million consumer and small business relationships with more than 6,100 retail
banking offices, nearly 18,500 ATMs and award-winning online banking with
nearly 25 million active users. Bank of America is the No. 1 overall Small
Business Administration (SBA) lender in the United States and the No. 1 SBA
lender to minority-owned small businesses. The company serves clients in more
than 150 countries and has relationships with 99 percent of the U.S. Fortune
500 companies and 83 percent of the Fortune Global 500. Bank of America
Corporation stock (NYSE: BAC) is a component of the Dow Jones Industrial
Average and is listed on the New York Stock Exchange.
www.bankofamerica.com
SOURCE Bank of America
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