When Dunedin photographer Kristina Houser opened a USAmeriBank account for her 6-year-old son, Gavin, he was so excited that his mom wrote on Facebook about it. Soon, Gavin was known around USAmeriBank for his love of cars and cookies.
When marketing staffers brainstormed ways to discuss the merger with Valley National Bank, an idea was born: What if Gavin interviewed the bank’s Ira Robbins and Joe Chillura?
The series’ first five videos are online, as Gavin covers everything from why the banks merged to what this means for customers. The concept works because it came from something authentic.