Lost In Transaction #1

How Ramen, a pile of dirty socks, and a parking space attracted new customers. 

Years ago a bank enticed college students to open their first account by giving them $25. But $25 isn’t memorable anymore, so they turned that $25 into something students could relate to, get excited about, and share all year long. It was actually… fun.

Instead of $25 they gave them a choice of parking passes, free laundry, or weekly Ramen for a year. The stacks of Ramen inside the bank drew onlookers and students and the bank set a record for new accounts opened that year. The bank didn’t tell students ‘We understand your life’. The bank acted like it and spoke their language.

It stepped away from the blur of banners, social media, and rate wars and created something they could own and made the transaction more than just a transaction. It made it human. Bravo to the bank for finding loyal customers in a pile of dirty socks, a parking space and dinner for one.