challenge:
Make Credit Cards Cool
Bank of America wanted to promote the 50th anniversary of the BankAmericard and its rewards points promotion in New York City during the holidays, so they came to us to figure out how to cut through the hustle and bustle and make a meaningful impression on their target consumers while communicating Bank of America's message: "Bank of Opportunity."
We created: the gift on fifth
A popup holiday shopper's lounge, built from the ground up on an empty lot at the corner of 5th Avenue and 36th Street in Manhattan
Features
• Interactive holiday greetings were recorded and uploaded to YouTube
• Carolers and dancing Santas set the mood
• Touch screen-activated animated window displays invited closer inspection from passers-by
• New BankAmericard literature and brand ambassadors were available to inform visitors of the new benefits
Amenities
• Free hot chocolate and coffee service all day long
• Free gift wrapping service
• Free 5-minute massages provided by a local NYC massage therapy practice
• Restrooms
• ATMs
• Children's play area kept little ones occupied while Mom & Dad experienced Gift on Fifth
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