Citizen’s Bank Goes Paperless With ‘Green$ense’

Citizen’s Bank is urging its customers to sign up for paperless banking in a new campaign dubbed “Green$ense.” In return, it will give a dime for every electronic transaction made up to $10 a month and $120 a year.

The campaign, via Arnold, Boston, breaks this week. Print ads try to get the message across with such headlines as: “The environment is like a bank account. Every little bit helps.” A broadcast spot shows a bird with a dime in its mouth. The bird perches on the chair of a woman who is reading a newspaper at a cafe. When she gets up to throw the paper away, she looks first at a trashcan but deposits the paper in an adjacent recycle bin. As she returns to her chair, the bird drops the dime on the table in front of her, as narration outlines the concept of “Green$ense.” The spot ends with the tag, “It’s good for the environment