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Published on Nov 2, 2010
IMAGES evaluated consumer letters to identify a compelling story that could be portrayed persuasively in an ad campaign. We developed this testimonial TV spot about a Morehouse professor who had a favorable experience with Wachovia following negative issues with competitors. In consumer research, the television and print ads we developed outperformed the general market ads in recall, message delivery and emotional connection. Wachovia aired the spot in general market media because of these results.