Banking Creative Marketing Examples

Part
01
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Part
01

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

    "What Would You Like The Power To Do?" Campaign

  • 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.
  • "Better Money Habits" Campaign

  • 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.

2. Capital One

    "Go Out. Cash In" Campaign

  • 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.
  • "Eno" Campaign

  • 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.

3. JP Morgan & Chase

    "Plan Yourself Free" Campaign

  • 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.
  • "Chase Dream Boards" Campaign

  • 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.

4. Citibank

    "The Moment" 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.
  • "Welcome What's Next" Campaign

  • 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.
Part
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Part
02

Big Banks Marketing Campaigns (2)

Four well-known banks in the United States that have conducted marketing campaigns in the last two years include Wells Fargo, Bank of America, American Express, and US Bank. Screenshots of the campaigns discussed in this brief have been provided in the attached document.

Wells Fargo: Re-Established

  • Wells Fargo launched a marketing campaign in 2018 that focused on rebuilding its tainted image. The campaign used the tag “Established 1852. Re-established 2018.”
  • The campaign highlighted the company’s history, past challenges, revealed the major changes it has made, and reassured its customers of the commitment it has to them.
  • The advertisements ran across mobile, broadcast, digital, and print channels. The campaign acknowledges cultural diversity through tailored ads for target audiences who speak Spanish, Cantonese, and Mandarin.

Wells Fargo: This is Wells Fargo

  • “This is Wells Fargo” is a marketing campaign by Wells Fargo that shows the changes the company is constantly making to its operations as it strives to rebuild customer trust and deliver exceptional services. The campaign features Wells Fargo employees assisting customers with their daily financial needs.
  • The campaign was aired on broadcast, mobile, online, and print channels. In addition, the campaign was aired in Mandarin and Spanish.

Bank of America: The Power to Make a Difference

  • "The Power to Make a Difference" is a multi-year campaign by Bank of America that includes celebrities, such as Matt Damon, Ken Burns, and Tory Burch.
  • The campaign builds on the bank's approach to improve the financial lives of people by creating connections. The campaign highlights the lives of the company's major partners and what they are doing to address crucial social and environmental issues.
  • The campaign ran on television, social media, digital platforms, and print.

Bank of America: Mortgage Campaign

  • In 2018, Bank of America ran a mortgage campaign on social media.
  • The campaign was characterized by social media posts that featured real customers standing in front of their new homes.

American Express: Powerful Backing: Don’t Do Business / Don’t Live Life Without It

  • American Express revealed a new marketing campaign that highlights the way people work and live today.
  • The campaign, Powerful Backing: Don’t Do Business / Don’t Live Life Without It, reveals that in today’s world, business and life are interconnected. The campaign reveals that American Express can help one achieve a perfect work-life balance.
  • The channels used in the campaign include outdoor advertising, television, podcasts, and social media. Outdoor advertising was also used in throughways and major transit hubs in San Francisco, New York, Chicago, and Los Angeles.

American Express: I Got This

  • "I Got This" is a marketing campaign by American Express that aims to promote its iconic Green Card. The card was redesigned to cater to members who live for experiences. They are well-traveled, confident, and ambitious.
  • The campaign utilized outdoor advertising, social media, celebrity partnerships, and influencers. It builds on the Powerful Backing campaign to develop a modern feel for the brand.

US Bank: Hard Work

  • The US Bank launched a national campaign that highlighted the power of hard work when it comes to achieving one's goals. The bank positioned itself as the perfect financial partner in the campaign.
  • The campaign was aired on television, print, radio, digital media, and social media. Customer stories were highlighted in the digital and print issues of People, Real Simple, Parents, and Money.

US Bank: Power of Possible

  • The "Power of Possible" campaign by US Bank highlighted what people actually think when it comes to their finances. It focused on changing impossibilities to possibilities through calculated steps. The campaign aimed to convince consumers that US Bank was the right choice for them at every stage of their lives.
  • The marketing campaign used experiential marketing, public relations, out-of-home, digital and radio advertising, social media, and television advertising.

Part
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Part
03

Regional Banks Marketing Campaigns (1)

Your research team identified recent marketing campaigns from four regional banks in New England: M&T Bank, Santander Bank, Rockland Trust Bank, and Bangor Savings Bank. Screenshots for each marketing campaign are included in the attached Google Doc.

M&T Bank

  • For Super Bowl 2019, M&T Bank launched a TV ad campaign entitled "Understanding What's Important." The campaign is a video series featuring the stories of business, commercial, and individual customers of the bank, highlighting the brand's value of understanding what matters most to customers. Example videos can be seen here.
  • Recently, M&T Bank launched another video series entitled "Building Success", a series on entrepreneurship. The video profiles small businesses contributing to economic growth in their communities in New England. "The stories range from local business owners talking about what led them to start their own business to millennials describing the experience of buying a home for the first time or taking the first steps to save for retirement." The videos have been shared on social media, including Facebook, with the hashtag #BuildingSuccess.

Santander

  • In June 2019, Santander launched a campaign on commercials themed "Bank of Antanddec", which features celebrities and brand ambassadors Ant McPartlin and Declan Donnelly. The series of ads "have caused industry-leading brand affinity scores, according to Santander, which has signed a multi-year partnership with the I’m A Celebrity hosts."
  • Also in 2019, Santander launched a video ad campaign called "Respect Adds Up" to run on TV, digital, and social. Created by creative agency Arnold Worldwide, these ads "are rooted in findings that people are complacent with their banks because they actually expect to be slighted."

Rockland Trust Bank

  • "Rockland Trust introduced a new fully-integrated advertising campaign portraying the multifaceted lives of its customers from their perspective and how the Bank helps them achieve their goals. The campaign includes advertisements produced for television, print, online and social media, as well as billboard signage."
  • In 2018, Rockland Trust collaborated with Cobrandit Video to create a series of videos to be used for social media advertising. The video series focused on Rockland Trust's receipt of the JD Power award for highest customer satisfaction in New England, and emphasized Rockland Trust's slogan, "Where Each Relationship Matters."

Bangor Savings Bank

  • Bangor Savings Bank is currently running a series of Facebook ads promoting its "Main Street Banking," banking designed for small business. The ads feature local small business owners who are customers of Bangor Savings Bank.
  • Bangor Savings Bank does a significant amount of marketing through community engagement and social responsibility initiatives. Recently, they launched their annual Greenlight A Vet campaign, in which all of their bank locations displayed a green light in their window to show support for military veterans.
Part
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Part
04

Regional Banks Marketing Campaigns (2)

We identified recent marketing campaigns from four regional banks in New England: Avidia Bank, Citizens Bank, Country Bank, and Cambridge Savings Bank. Screenshots for each marketing campaign are included in the attached Google Doc.

Avidia Bank

  • Avidia Bank is headquartered in Hudson, MA. It has branches in Hudson, Marlborough, Northborough, Shrewsbury, Westborough, Clinton, Leominster, and Framingham.
  • The bank won five NEFMA awards in 2019. The award categories included social media, outside-the-box campaign, customer reviews, brand ambassadors, and others.
  • Avidia Bank's digital, social media, event, and print campaigns are focused on customer interactions. Over the past 24 months, the bank has conducted campaigns like free coffee events at local rail stations, raised funds for a local humane society, introduced new executives on social media with its "Meet the Team" campaign, and offered community services to reduce carbon footprint in Hudson city.
  • In 2020, the bank launched a campaign with Assists for Kids and Brad Marchand. The bank pledged to donate $25 for every assist during the regular season.
  • Video of the "Assists for Kids" ad campaign can be found here.
  • In 2019, the company launched a re-branding campaign with a new tagline, "Honest to Goodness." The campaign featured honest values of the bank.
  • A link to a video of the "Honest to Goodness" ad campaign can be found here.

Citizens Bank

  • Citizens Financial Group, Inc. is headquartered in Providence, Rhode Island. The bank operates across 11 states in the New England, Mid-Atlantic and Midwest regions.
  • In 2019, the bank launched a new AI-enabled brand platform with the tagline "Made Ready." Citizens Bank tied up with Ogilvy agency for the new millennial-focused brand campaign. The bank also partnered with Ahmir “Questlove” Thompson, an eclectic artist.
  • "Made Ready" campaign was promoted using sponsorship, media buy, and direct marketing. The campaign was featured across mass media, OOH, television, social media, online, radio, streaming, and podcasts.
  • Links to creatives for ad campaigns can be found here.
  • Other recent Instagram campaigns include DIY Party, Set Goals, Local Eats, Dream Big, and others.

Country Bank

  • Country Bank is headquartered in Ware, Massachusetts. The bank has a network of over 14 branches and business centers.
  • In 2020, the bank launched a new campaign on social media platforms, requesting the viewers to nominate the best teacher of the month.
  • In 2019, Country Bank launched the "Ca$h Cab" campaign to interact with customers and non-customers on the topic of financial literacy. The digital campaign was promoted on social media platforms.
  • In 2018, the bank won the best print ad award from NEFMA.
  • Links to creatives for ad campaigns can be found here.

Cambridge Savings Bank (CSB)

  • The Cambridge-based bank operates across Massachusetts with 15 branches.
  • In 2019, the CSB launched a new video campaign featuring series of customer journeys for small business owners. The series feature eight videos of successful customer journeys.
  • In 2018, the bank launched a new video ad campaign, "We Do That." The campaign highlights the unique services provided by the bank.
  • The bank launched "Connect Invest" campaign to introduce a new platform for customers that enable them to merge multiple investment portfolios onto one platform.
  • It is noted that the company did not post the videos on its social media profiles of Facebook and Twitter. Links to creatives for ad campaign videos can be found here.
Part
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Part
05

Marketing Messaging: Big Banks

Advertising campaigns from TD Bank, Bank of America, Wells Fargo, and Citibank used a variety of platforms and messaging to reach customers in 2018 and 2019. Some taglines seen in the ads are "Unexpectedly Human," "What would you like the power to do?" and "It's a new day." More details on the campaigns and messaging are provided below.

TD Bank

  • TD Bank launched the "Unexpectedly Human" campaign in 2019.
  • The focus of the campaign was to highlight how the bank makes life easier, and how the bank does not stick to the traditional "banker's hours" offered by many banks.
  • The ads ran on a number of platforms including TV, out-of-home, and posters on the NYC subway. One subway ad used a series of white posters, outlined in bright green, with a simple message on each, and no images. It was likely the simplicity that drew attention to them.
  • The company's tagline, "America's Most Convenient Bank," was highlighted in the ads, as well as the tagline "Unexpectedly Human, "Nothing you'd expect from a bank. And everything you should," and "Fast Debit Card replacement. Even on weekends."

Bank of America

  • In 2018, Bank of America refreshed the company's branding by modernizing their logo and introducing a new tagline, "What would you like the power to do?"
  • The Power to Make a Difference Campaign was launched with the goal of promoting the bank's responsible growth strategies and using connections to make people's financial lives better. Depending on the platform, the ads used video, images, and taglines to get their message across.
  • In addition to TV commercials, Bank of America used social media to promote their campaign. The focus on creating unique content for each social media platform, ensuring a better fit for the audience of each, made this a unique strategy.
  • In at least one commercial, they used the messaging "We see you. Because we are you." The tagline, "What would you like the power to do?" was used in all the ads examined.

Wells Fargo

Re-Established

  • In 2018, Wells Fargo launched an ad campaign specifically focused on overcoming the fallout from their fake-accounts scandal.
  • Two taglines used in the TV commercials were "It's a new day at Wells Fargo," and "Established 1852. Re-established 2018."
  • The campaign ran on TV, in print, on mobile channels, and on digital platforms.
  • Additionally, ads were made for specific audiences, including ones in Mandarin, Cantonese and Spanish, as well as specific ads in African American media.

Lulu and Lobo

  • Currently, Wells Fargo is running a series of ads that feature the dogs Lulu and Lobo. Examples can be seen here, here, and here. The focus of the ads is promoting their home mortgage products.
  • The tagline in the ads is "This is Wells Fargo."
  • Wells Fargo also utilized their Facebook page to publish stories that promoted how they were helping people buy homes. This is another way they promoted their home mortgage activities.
  • The Facebook links sent readers to articles that were published on the New York Times website but were clearly marked as paid content.

Citibank

  • In 2018, Citi launched the #TravelBigWithCiti campaign, and the campaign used data to drive their targeting. For example, they paired with Facebook to identify customers who were located in places where Citi was actively running offers and/or experiences. Once the customers were located, Citi targeted them with offers specific to their location.
  • Another tool used by the campaign was TV-to-Mobile technology. This allowed Citi to identify users who were watching soccer matches and serve them banners and ads that were soccer specific on their digital devices, since most people are also using those devices while watching TV. The specific messaging shown to people was dependent on where they were and what activity they were engaged in.
  • On social media, Citi encouraged people to share stories about travel that didn't go as planned, yet still was memorable. These posts used the hashtags #TravelBigWithCiti and #ImperfectToPerfect which helped build awareness for the brand.
  • The campaign also utilized influencers, and integrated Citi travel offers into videos posted by influencers.

Research Strategy

In order to determine which banks to use for this request, we utilized a list from Bankrate that identified the 15 largest banks in the U.S. We believe the largest banks would also be well-known, and would therefore meet the requested criteria.
Part
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Part
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Marketing Messaging: Regional Banks

The four regional banks in New England that we found marketing campaigns for (within the past two years) are Rockland Trust Bank, People's United Bank, Eastern Bank, and Northfield Savings Bank.

Rockland Trust Bank

  • Rockland Trust Bank operates exclusively in Rhode Island and Massachusetts.
  • In 2019, the bank ran a campaign titled "Where Each Relationship Matters."
  • The campaign involved two TV commercials.
  • Rockland provided the following description of the campaign on its website: "Our new TV spots center on the theme of 'Where Each Relationship Matters' and illustrate the importance of building personal relationships with our customers. We recognize that all of our customers are working towards something different. Maybe they’re planning for retirement or dreaming of expanding their business, or maybe they’re just looking for banking technology that fits seamlessly into their busy day. Wherever our customers are going, we’re dedicated to building a relationship that will help get them there."
  • The first TV commercial aired in August 2019 and was titled "Wherever Life Takes You, We'll Be There When You Need Us."
  • The second TV commercial aired in May 2019 and was titled "This is the Moment Your Vision Becomes Your Reality."
  • The types of content Rockland used for the campaign are TV commercials, videos, images, and slogans.

People's United Bank

Eastern Bank

  • Eastern Bank operates exclusively in New Hampshire and Massachusetts.
  • Eastern Bank has recently been running a campaign titled "Join Us for Good."
  • The campaign highlights all the ways that Eastern Bank is helping to do good in the community and in people's lives.
  • The types of content Eastern Bank used for the campaign are videos, slogans, and images.

Northfield Savings Bank

  • Northfield Savings Bank operates exclusively in Vermont.
  • Northfield has recently been running a campaign that is either titled "Switch" or "Make the Switch."
  • The campaign focuses exclusively on business customers.
  • Northfield's website is a key media channel the bank used to run the campaign.
  • A slogan used as part of the campaign is "It's Easy to Make the Switch."
  • Northfield created a web page for the campaign, which includes four videos of personal stories of people who switched to Northfield. Those videos were also posted on YouTube.
  • Northfield provided the following statement about the meaning behind the campaign: "We understand. Changing your business bank can feel overwhelming. But the benefits of working with a team that connects with you like a financial partner and provides the highest level of service can make all the difference in your success. And we’re here to do the heavy lifting to help make the process efficient and easy."
  • The types of content used in the campaign were videos, website, and images.

Research Strategy

We began our research by identifying the states that comprise New England, which are Maine, New Hampshire, Massachusetts, Connecticut, Vermont, and Rhode Island. We then found regional banks within those states.
Sources
Sources

From Part 01
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