To connect with a new generation of banking customer, we flipped the script on the word they hate hearing most. The campaign turned "no" into a symbol of financial freedom, celebrating a checking account with no fees, no minimums and no waiting. The results? A tremendous uptick in new accounts and an impressive array of awards, including a Gold STEVIE for Marketing Campaign of the Year from the American Business Awards. From the ABA judges, "One of the toughest challenges a marketer can face is getting a customer to switch banks. You took a bold approach, listened to your audience, and achieved impressive results."