Bank of America extends Merrill Lynch campaign with interactive billboard

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Bank of America launched an interactive mobile campaign in New York on March 19 to promote its Merrill Lynch Wealth Management unit and create consumer discussion of retirement plans.

The campaign features an interactive billboard that asks consumers what aspects of their professional routines they would like to “retire.” Passersby are encouraged to text their responses, which are then added to the Times Square screen. The billboard will be up from March 19 to April 2.

The interactive billboard follows Merrill Lynch's “help2retire_____” campaign, which launched in January. The $20 million effort encourages consumers to “fill in the blank” by working with a Merrill Lynch financial adviser to figure out what parts of their personal or financial lives they can retire. The campaign, which includes online and TV, runs through April.

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