5/3 BANK_ TXTvsTXT GAME
PROBLEM
People hate waiting, especially when they’re banking. So how does Fifth Third Bank promote the fastest mobile banking app in a relevant way, to an audience who lives on their smartphones, expects everything instantly and takes pride in their phone skills?
SOLVED.
By leveraging the most native and timesaving mobile behavior of all—texting. We created TXTvsTXT, an animated mobile game that tested users’ texting chops—and let them challenge friends to text battles across multiple platforms. Then we asked, “Can you text as fast as you bank?”
The results were revelatory: users averaged more than three minutes per session; checking accounts grew by 101%; and our engagement rate was a steady 84%, leading to 153 million impressions. But most importantly, we proved that when it comes to both texting and banking, faster is better.
Awards:
FWA mobile site of the day
case study.
presentation board.
