Big Banks Marketing Campaigns (1)
A few marketing campaigns conducted by the largest banks of the US in the past two years include the "What Would You Like The Power To Do?" and the "Better Money Habits" campaigns by Bank of America; the "Go Out. Cash In" and the "Eno" campaigns by Capital One; the "Plan Yourself Free" and the "Chase Dream Boards" campaigns by JP Morgan & Chase; and the "Welcome, What's Next?" and "The Moment" campaigns by Citibank.
1. Bank of America
- The "What would you like the power to do?" campaign was launched in November 2018, a multiyear campaign that reminds clients of what is important in life, a question of what they would do if they had the power, and how the bank is committed to their clients' success and goals.
- This campaign was also used to relaunch the brand, after separating from Wells Fargo.
- For this campaign, they started with a TV spot featuring the bank's CEO, Brian Moynihan, explaining the bank's core model, and then used TV spots with other celebrities like Tory Burchs, Ken Burns, Matt Damon, Marc Morial, and Tim Shriver talking about topics of interest and motivation, like female entrepreneurship, achieving success, financial goals, etc.
- The campaign used digital video, television, social media, mobile ads, and print ads managed by the agencies Hill Holliday and Super Union.
- Examples of the ads used were added to the attached document.
- Bank of America worked with the founder of the Khan Academy, Sal Khan, to create an online learning tool that allows their clients to make better investment and saving decisions.
- Through the "Better Money Habits" campaign, they expect to attract people to receive free financial education that combines Bank of America's financial knowledge and Sal Khan financial style.
- To run this campaign, they started in 2018 developing the BetterMoneyHabits.com website, did podcasts, digital video ads, social media, and digital ads.
- Examples of the ads were added to the attached document.
"What Would You Like The Power To Do?" Campaign
"Better Money Habits" Campaign
2. Capital One
- This ongoing campaign started in 2018 to promote the bank's revamped Savor credit card.
- The campaign was created by the MJZ agency . It uses music from Whitney Houston, Prince, and Michael Jackson in creative spots featuring families and friends going out and having fun.
- They partnered with Taylor Swift during the release of the singer's new album for commercials and special offers for the card users.
- The campaign ran on digital ads, print, radio, video, and social media.
- Examples of the digital ads used by the bank were included in the attached document.
- The Eno campaign was created to promote the new features that were added to the bank's chatbot and virtual financial assistant. A program that allows its clients to have better control over how they use their cards.
- During the commercials, the clients can see reminders and questions of the way they are managing their proactive transactions in fun scenarios.
- The campaign ran mostly on TV commercials, but also in social media, and digital ads.
- The TV Spots for the campaign are called City Center, Newspaper, and Highway.
- Examples of the digital ads were included in the attached document.
"Go Out. Cash In" Campaign
3. JP Morgan & Chase
- This campaign was created to attract customers to work with the bank's advisors, especially private clients. In the commercial, a couple talks to their bank advisor about their recent experience traveling and helping elephants, then start the plans to make that trip more often.
- For the campaign, only a TV commercial was used but was stopped after receiving a lot of backlash from animal activists for the use of captive elephants for advertising and the commercial removed from the media.
- To promote their mortgage service and home lending advisors to Millenials, Chase created a campaign called "Chase Dream Boards", partnering with the celebrity design brothers, Drew and Jonathan Scott, and with the social media platform, Pinterest.
- The digital campaign allowed clients to create interactive Pinterest boards with home renovation designs from the Scott brothers to motivate them to experiment and renovate their homes. They also donated home renovations through the Scott brother's program.
- The media used was social media, mainly Pinterest, news, and the bank's website.
- Examples of the images used for its advertising were added to the attached document.
"Plan Yourself Free" Campaign
"Chase Dream Boards" Campaign
- This campaign was launched in 2019 and managed by Publicis to promote Citi's commitment to promoting global pay equality. In the videos, kids are asked what they want to be when they grow up and then record the kids' reactions when they learn about salary differences by gender.
- The campaign ran for four weeks, starting with a Time Square billboard, following with billboards in other locations, a dedicated website, digital videos, digital ads, a social media campaign with the hashtag #ItsAboutTime, and printed advertising on the main newspapers of the US, LATimes.com, New York Times, Los Angeles Times, and Washington Post for four weeks.
- Examples of the digital ads and billboards used were included in the attached document.
- In 2018, they worked with the Publicis agency to conduct the campaign inspiring their customers to think about what is happening next in their lives, as their financial journey, personal life, goals, education, and how Citi is an ally in that journey.
- They associated with big entertainment brands to use popular music, featured regular people in the ads, and collaborated with celebrities in concerts and events.
- For the campaign, they used digital videos, TV spots, digital ads, and social media.
- Some TV spots used in this campaign are named Date, Joy Ride, Happy Princess/Wonderland, Kiddie Shoes, Rain, Break Up, etc.
- An example of the digital ads used was included in the attached document.