Anytime Deposits mailer.

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Institution: Zions Bank, Salt Lake City

Assets: (Zions Bancorporation) $43 billion

Agency: Richter 7

The objective was to design and send a direct response piece to the chief financial officer of Fortune 500 companies to promote the bank's Anytime Deposits product, which it considered one of the most advanced Check 21 products on the market.

Since the bank was targeting companies outside of the institution's current footprint and individuals who probably had little knowledge of the bank brand, Zions searched for a way to have strong impact.

The result: The campaign involved sending a real money tree (about 3 feet tall) with the top-line benefits of the product attached. The pitch was that by using Anytime Deposits and getting quicker access to funds, it was like having money grow on trees.