To promote Fifth Third Bank’s faster app and improve brand engagement, we leveraged the most native and popular behavior in the mobile medium—texting. Then we asked people, “Can you text as fast as you bank?”

Introducing TXTvsTXT, a web-based mobile game that challenges users’ texting skills in a design-centric, thoroughly entertaining way. In the end, we proved that when it comes to saving time on your mobile device, being fast at texting is just as important as being fast at banking.

With TXTvsTXT, we invited mobile users to test their texting speed and accuracy with a rich tapestry of animated sentences and three different game modes. The faster they text, the faster the animation moves.

To reinforce the benefit of Fifth Third’s faster banking app, every sentence in TXTvsTXT has a speed-related theme. And sentences get harder and weirder as they advance through levels. Users can challenge anyone on Facebook to a merciless TXT Battle. They can also play in Live Duel mode to initiate a real-time thumbfrontation against other players online. As they progress, players can unlock achievements and then brag about them to their friends on social media.

Results: Users averaged more than 3 minutes per session on the mobile site. Checking accounts grew 101% compared with the same period the year before. 84% engagement rate. And 153 million impressions. But most of all, we proved that when it comes to saving time on your mobile device, being fast at texting is just as important as being fast at banking.