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Client: Loan Department of Mid-America Bank

Objective: To recruit new loan officers to the bank.

Strategy: Take advantage of an offer to use FREE ad space in a magazine read by realtors and everyone else connected with the mortgage industry including loan officers.

The argument our client asked us to make was that MidAmerica offered loan officers more support than other banks and therefore more chance of successful closings.

We had NO budget for this ad at all!

So any photos we used had to be available for FREE! Time was as limited as money - we had two days to put this together. The other challenge was that the client wanted something that was edgy and hard-hitting yet corporate.

Once I found the Michael Jordan quote everything just came together.

The sports analogy was an appropriate one and the appeal of Jordan to a group of aggressive, mostly male Chicagoans was enormous.

Results: The client loved the ad and the magazine called him to say it one of the best ads they had ever run. We thought the best part was - it cost absolutely $0!