GMAC Bank

GMAC Bank is a direct bank (no branch network; accessed mainly over the internet or by telephone) with an appetite for growth. Unfortunately, by 2006, the Bank had hit the wall on growth. In short, they had a great product that almost no one knew about. To raise awareness affordably we used a DR cable television campaign featuring live rates reinforced by rate advertising in six major market newspapers, search optimization, paid search and banner ads. To say the campaign was a success would be a drastic understatement. More telling, however, was the impact on the competition. Suddenly other major direct banks were on television and in the newspaper. Imitation is still the sincerest form of flattery.

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