Online bank draws on powerful motives to market a new kind of savings

The motives: Save more money by getting a bigger return on your savings, do good in or out of your community, and get your bank to give its own money to your favorite charity.

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They hired Cramer, a Boston PR and advertising agency, to draw up a campaign that appealed to women. Cramer’s digital marketing plan was the decisive winner in the Best Digital Marketing Campaign category in PR Daily’s Digital PR & Social Media Awards.

PR Daily’s 2012 Digital PR and Social Media Awards were presented by Synaptic Digital. Learn more about Synaptic Digital here (pdf).

The Cramer media plan won, first of all, because it met a solid business need. Cramer combined an irresistible appeal to the self-interest of customers—”You’ll earn more interest on your savings at ableBanking than at your present bank”—with an imaginative appeal to the philanthropic passions of professional women.

AbleBanking wooed an intelligent, educated, upscale audience of civic-minded women with these potent lures in its teaser website:

The results were, predictably, remarkable:

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