Fifth Third Bank created a faster mobile app that took the wait out of banking. Then to ease people’s impatience with other universally frustrating waits, we created radio ads that faithfully re-created calm, Zen-filled audio relaxation sessions delivered by soothing-voiced announcers.

We selected a geo-targeted mix of digital, social and experiential media to complete the consumer experience. Therapy sessions were hosted on our Escape the Wait mobile site and SoundCloud, where users could share tracks pertinent to their wait on Facebook and Twitter. This contextual strategy not only drove audiences to 53.com/escape for the audio experience, but it also compelled people to download the new Fifth Third Bank mobile app, offering a no-wait banking experience.

Results: Over 9 million impressions. Inner peace up 39%. Impatient sighing down 23%. Seven anger management clinics across the Midwest were forced to close their doors. Oh yeah, also initiated over 28,000 audio streams and 46,381 app downloads. But best of all, we took the wait out of more than just banking.