CROCKER BANK

This promotion, in which Crocker Bank was giving away a stuffed dog (a Crocker Spaniel--get it?), did so well it brought in tens of thousands of new accounts. Unfortunately, most of the accounts were opened just to get the toy and left dormant or closed shortly thereafter. So the net cost to the bank was enormous in terms of account maintenance. The lesson: Think through your promotion better.

Credits: CD: Bob Cox, CW: Laurie Scholnick, AD: Jeff Berry, Agency: Needham Harper & Steers, LA