Organic’s 2009 OMMA Awards Submissions

Links: Wordplay banner (160x600) http://tinyurl.com/m2y3jv Folding banner (728x90) http://tinyurl.com/nfptsm Main Morris Site http://www.bankofamerica.com/oncampus The Morris Code Site http://promotions.bankofamerica.com/oncampus/themorriscode/ Launch Date: May 2009 Overview: In 2008, Bank of America enlisted Organic to help develop an online marketing program that would meet the needs of students in their current stage of life. Organic created “Morris On Campus,” a website and online TV show that stars Morris — a student peer, mentor, and confidante who has recently had to make the same financial decisions other underclassmen are making today. Our 2008 “Morris On Campus,” site launch successfully communicated bank messaging, in terms that college students could understand. To follow up on the success of the “Morris On Campus,” site, Bank of America asked Organic to craft a similar approach to student banking for high-school students and their parents. Organic created an immersive, interactive pop-up book website called “The Morris Code” that leverages a combination of entertaining concepts threaded with educational content (an "edutainment" strategy), and offers a new experience that engages parents and prepares them to start a conversation about banking with their high-school-aged child and provides an easy path toward opening an account. To drive users to the content on “The Morris Code” site, we developed and launched a series of banners with outstanding results. Between May 14th and May 31st, “The Morris Code” banners delivered over 44.7 million display impressions, and over 89 million search impressions. The campaign extended its reach to 5.1MM with a frequency of 5.37 and a low visitor duplicate percentage allowed us to reach more unique visitors. Outside of Photobucket referrals, CTR went up across all other sites with Facebook staying relatively flat at 0.015%. AOL’s overall CTR went up from 0.15% to 0.20% as Rich Media started to weigh more in the overall impression volume. The average rich media interaction time went up from 10 seconds to 16.6 seconds in the final week. Visitors from Yahoo had the highest average interaction time of 20 seconds. In-game banners and a microsite were launched for XBOX Live during the week of 5/25 with a strong CTR of 1.89%, and about 4.2MM impressions were delivered through MLB 2K9, NBA LIVE 09, and Need for Speed Pro Street. Search volume remained constant during the week of 5/25 but saw increase in CTR for CampusEdge Checking keyword category. Total average session time increased for both search and display to 51 seconds. Award Categories: “Banner: Standard, Flash or Rich Media”