Bank of America had been posting PDF versions of its Annual Reports online. But the response was not what it hoped.
Story replaced the PDFs with dynamic, award-winning HTML and Flash presentations that brought to life Bank of America’s award-winning, Story-produced print report. Story built on the bank’s existing media assets, including television spots, event B-roll, and photography to create six engaging video segments on the Annual Report site. The scripts were voiced by the same talent as the bank’s TV spots, maintaining brand consistency and familiarity for site visitors. Each piece expanded on a story or theme from the Annual Report, adding context and impact.
Internal audiences hailed the interactive Annual Report as a breakthrough. A user survey found that 90% ranked their site experience as excellent or good, and 88% found the information they sought online. A majority preferred the online version to the print one.
