Beach basics.

Banknorth Group, Portland, Maine, gave customers who opened a deposit account their choice of a free beach umbrella, beach chair or cooler as part of a summer promotion entitled, "SimplyFree Beach Basics." "We wanted to create a promotion that gave customers a choice of gifts and multiple ways to win," says Barbara Bourgault of The VIA Group, the agency that created the campaign. "With a refer-a-friend component, current customers can take part as well. When a referred friend opens an account, they both get their choice of a gift."

The campaign was supported by print, radio, branch merchandising, and both online and direct response materials.