Bank of America Partners with @Home Network for Interactive Advertising

Strategic Insights -

Bank of America has joined forces with @Home Network, a leading provider of broadband internet services, to create a groundbreaking online marketing program. This initiative aims to leverage the capabilities of the broadband network to develop and test rich-media advertising campaigns. The program, which also includes six other major consumer product and service companies, will allow Bank of America to create an engaging and interactive advertising experience for its customers. The "Banking for Your Life" campaign, developed by Bank of America, promises to provide a unique and entertaining experience for consumers, highlighting the benefits of online banking.

Key Takeaways:

  • Bank of America is partnering with @Home Network to create a unique online marketing program, leveraging the capabilities of the broadband network to develop and test rich-media advertising campaigns.
  • The program includes six other major consumer product and service companies, such as Intel Corporation, Johnson & Johnson, and Levi Strauss.
  • Bank of America has developed an interactive advertising campaign entitled "Banking for Your Life," which aims to provide a game show experience for consumers, highlighting the benefits of online banking.
  • The campaign is designed to take advantage of the enhanced capabilities of the broadband network, including improved speed and multimedia applications.
  • The partnership is expected to eliminate online bandwidth constraints, making it easier for companies to convey the value and convenience of their products and services.
  • The new BankAmerica, formed by the planned merger with NationsBank Corporation, will have relationships with 29 million households in 22 states and Washington, D.C., and two million businesses worldwide.
  • The combined company will have operations in 38 countries, with America's largest branch and ATM networks, featuring 4,800 branches and nearly 15,000 ATMs.

Statistics:

  • Bank of America operates nearly 1,800 retail branch offices in nine states and over 7,500 Versateller ATMs.
  • The campaign aims to create a game show experience for consumers, leveraging the capabilities of the broadband network.
  • The new BankAmerica will have total assets of $573 billion, making it one of the largest financial institutions in the world.
  • The company will have relationships with 29 million households and two million businesses worldwide.
  • The new BankAmerica will have operations in 38 countries, with a presence in over 4,800 branches and nearly 15,000 ATMs.

Sources:

  • Business Wire, "Bank of America and @Home Network Launch Dynamic-Interactive Advertising Program" (Sept. 8, 1998)
  • @Home Network, "About Us" (www.home.net)
  • Bank of America, "News and Information" (www.bankamerica.com)