Bank Of America Promo, Case study THE STORY OF US by Starcom Mediavest Group Chicago

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market United States
Agency Starcom Mediavest Group Chicago
Released April 2010

Credits & Description

Category: Financial Products & Services
Product/Service: BANKING
Date of First Appearance: Apr 25 2010
Entrant Company: STARCOM USA, Chicago, USA
: Meredith Verdone (Bank of America)
: Marci Raible (Bank of America)
: Michele Barlow (Bank of America)
: Pam Seagle (Bank of America)
: Kathi Marenga (Bank of America)
: Kristina Lutz (Starcom USA)
: Amy Harris (LiquidThread (part of Starcom MediaVest Group))
: Rachael Scholten (LiquidThread (part of Starcom MediaVest Group))
: Amy Baker (History Channel)
: Pamela Graham (History Channel)
Media placement: Long-Form TV Content - History Channel "America: The Story Of Us" - 25 April 2010

Insights, Strategy & the Idea
In 2008, Bank of America (BAC) was the country’s leading financial services brand. Then seemingly overnight, the financial crisis tore down a reputation that had taken 200 years to build. By 2009, key brand health metrics hit an all-time low.

During its rich history, BAC has played a large and influential role in our nation’s birth and development. The funding of projects like the Golden Gate Bridge and the Erie Canal inextricably links our country and BAC.

We needed to tap this emotional connection to change perception that BAC was part of the country’s financial problem into belief that it was part of the solution. We had to remind Americans that BAC had a history of moving America forward, and reset the dialogue about what kind of company it is.

BAC had a great story, and one only it could tell – creating an ownable space for us.

Creative Execution
Building on the insight that BAC stood for opportunity throughout history, our goal was to tell a story, via content, of how BAC history is closely intertwined with America’s birth, growth and success. We aimed to forge this emotional connection by bringing to life BAC’s legacy of enabling opportunity and connecting to its current identity in a way that was positive, energetic, inclusive, authentic and engaging.

We partnered with History Channel on their 12-part America: The Story of Us series, delivering bite-sized stories that featured BAC as an unsung hero of American progress. Each two-minute, mini-documentary expanded on the story of an episode using a complimentary look and feel to the program, successfully providing additive rather than interruptive content.

Results and Effectiveness
After the America: The Story of Us airings, BAC saw incredible brand perception gains, with trustworthiness up +42%, favorability up +50%, and consideration up +54%.

BAC’s use of custom content in a contextual environment drove effectiveness and emotional engagement, exceeding norms across all key metrics by +29% to +57%. Media elements were valued at +183% versus cost. Further, we accomplished powerful audience retention, with our mini-documentaries holding 96% of the program audience, a lift of +10% over other ads in the series. The press also praised the campaign, writing 40 stories generating 9.8 MM impressions at no additional cost.