When Fifth Third found the kind of customer it wanted to reach for a novel marketing campaign, she wasn't filling spreadsheets or giving PowerPoint presentations. She was serving drinks in a comedy club in Chicago.

Gina Harrison, a recent graduate with a B.S. in kinesiology and health, learned of the casting call opportunity from a friend. She fit the description: "Male or Female, 23-28 years. A college graduate with a bachelor degree that has not found the career he/she studied for in college. They can currently have a job, but it is not their ideal job, nor related to what they want to do for a living."

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