After Some Well-Placed Deposits in Media, Bank Campaign Shows Positive Returns

As the bank ING DIRECT moved into the San Francisco market in
December 2003, bank executives knew their consumer message cold:
Banking with us is easy, and it can save you money. They even knew
how to broadcast that message. In Los Angeles they had entered the
market by giving away free gas for a day at three gas stations. In
San Francisco they would let everyone ride to work for free on
BART, the local mass transit system.