Fifth Third Bank

Hafenbrack developed a very creative and strategic campaign that used an existing inventory of four different Matchbox model WWII planes to lure CEO’s of major organizations in the region to a special event.

Solution: After researching and developing a distinct list of 305 regional CEOs, Hafenbrack created an elaborate stand to house the planes and designed a box to hold the stand and plane number one and hired local students dressed in WWII bomber uniforms to hand deliver the packages complete with a brief speech. The next day, each CEO received a second dimensional box with only plane number two inside delivered by courier. On day three, a third package arrived with only an invitation to attend a special luncheon at Fifth Third Field at which they would receive their third plane. Of the 305 invited CEOs, 225 attended the luncheon and received their plane. At the luncheon, each table consisted of four CEOs and one Fifth Third sales rep to discuss the bank’s offerings for businesses. Each sales rep encouraged the CEOs to meet personally with him at which point they would receive their fourth and final plane.

Results:  The campaign was a huge success netting Fifth Third $10 million in new business accounts in the first three months following the luncheon. In fact, the campaign was so successful that plans to make the luncheon an annual event were scrapped because the bank had more business than it could handle.