Home equity products were very profitable for Comerica. When applications, which had been flat for years, suddenly took a significant dip, the bank called us for a new home equity campaign.

At the time, Comerica was convinced that home equity was a mature product category, well understood by consumers. Our own research told us something very different—most consumers did not understand home equity, and were intimidated by the process. Based on these findings, we developed the Dick and Jane campaign (a take-off on the children’s book series), which clarified both the benefits of the product and the simplicity of Comerica’s home equity process.