View Larger ImageMorris on Campus/The Morris Code 
In 2008, Bank of America enlisted Organic to develop an online marketing program that would address the needs of students in their current stage of life. Organic created “Morris On Campus,” a branded content website and online TV show that stars Morris — a student peer, mentor, and confidante who has recently had to make the same financial decisions other underclassmen are making today. Our 2008 “Morris On Campus,” site launch successfully communicated bank messaging, talking to them specifically in terms that college students could understand. 55% of the site traffic was new to the brand and those who viewed the content were 2x as likely to open an account.
To follow up on the success of the “Morris On Campus,” site, Bank of America requested Organic to craft a similar approach to extend student banking branding to high-school students and their parents. Organic then created additional content to address this new target entitled “The Morris Code.” Through the creation of an immersive, interactive pop-up book that leverages a combination of entertaining concepts threaded with educational branded content (an “edutainment” strategy), “The Morris Code” site provides 10 tenets of financial literacy, decoding the complex nature of finance into 10 chapters and communicating to this audience via a clear, simple approach. “The Morris Code” also offers a new experience that engages parents and prepares them to start a conversation about banking with their high-school-aged child, and delivers an easy path that guides all site users toward opening an account.
Over 56% of those who launched a video or game watched the entire clip. And, more than half of the visitors to each chapter choose to launch the video—showing the site’s video applications are successful in keeping visitors engaged and interested. The Morris Code video pop-up book has achieved a .4% application rate, which is fairly strong, especially when compared to other online advertising conversion rates. And between 5/14 and 7/1, The Morris Code experienced 81,632 visits, including 78,266 unique visitors. The site experienced 61,334 new visitors, including 10,000 new visitors per week, highlighting the on-going appeal of the website and need for the information it offers.
July 2008 – Present/May 2009 – Present
