Losing one's wallet sends most people into a tailspin, but GE Financial Network is purposely "losing" 5,000 wallets across the country in an effort to draw people to its Web site.
During the four-week "Tossed and Found" campaign, the client each day will drop wallets in locations such as hotels, restaurants and sporting arenas in 12 metropolitan areas, including New York, Boston and Stamford, Conn. One in five wallets will be a winner, with prizes that include a $100,000 GE Funds investment account, $12,000 toward a residential mortgage from GE Mortgage and a gefn.com T-shirt.
To support the effort, which kicked off last week, the Stamford, Conn., client has launched online and radio efforts, as well as bus and rail billboards. Ads developed by Organic Media, New York, continue to use the tagline, "We bring good things to life." Organic also created a "Tossed and Found" site, featuring clues to wallet locations and stories about winners. PepperCom, New York, is handling public relations; Ryan Partnership, Westport, Conn., created the wallet scratch-cards; and Momentum Marketing, Washington, D.C., is handling event marketing, and their staff dropped the wallets.