Case Study #1: Local Bank Uses Executive Pen to Increase Customer Base

Product: BIC® Esteem™ Pen
Customer: Local Bank
Objective: Increase customer base
Category: Advertising Campaign

Overview: Small local banks lose customers to large national banks every day. To stop this trend,
one small bank advertised with a message that its customers were not merely account numbers, but real people. The bank ran an ad in the local paper offering an executive pen as a gift with each new CD deposit of at least $5000.

Distribution: When customers opened an account, the bank presented them with a BIC Esteem
Pen in a gift box to use to fill out their paperwork.

Outcome: The advertisements offering the free executive pen resulted in a very high response rate
and an increase in the customer base.

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