Frost Bank Promo, Case study WHAT WE BELIEVE CAMPAIGN by Mcgarrah Jessee

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WHAT WE BELIEVE CAMPAIGN

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Industry Banking & Financial Services
Media Promo & PR, Case study
Market United States
Agency Mcgarrah Jessee
Creative Director Dave Holloway James Mikus David Kampa Jeremy Cox
Art Director Michael Anderson
Released June 2010

Credits & Description

Category: Best Localised Campaign
Advertiser: FROST
Product/Service: BANK
Agency: McGARRAH/JESSEE
Date of First Appearance: Jun 1 2010
Entrant Company: McGARRAH/JESSEE, Austin, USA
Entry URL: http://www.whatfrostbelieves.com/
Creative Director/Writer: Cameron Day (McGarrah Jessee)
Creative Director/Art Director/Writer: James Mikus (McGarrah Jessee)
Creative Director: Jeremy Cox (McGarrah Jessee)
Creative Director/Designer: David Kampa (McGarrah Jessee)
Art Director: Michael Anderson (McGarrah Jessee)
Media placement: Frost “What We Believe” Book - In Branch, Texas Monthly Magazine, Wall Street Journal, Business Journals - 21 June 2010
Media placement: Frost “What We Believe” Microsite - Online - 21 June 2010
Media placement: Frost “What Frost Believes” Print Ads - Texas Monthly Magazine, Wall Street Journal, Business Journals - 1 September 2010

Insights, Strategy & the Idea
1. To get people to switch from their current bank to Frost Bank by creating a sense of shared values.

2. The target was affluent Texans who were becoming increasingly disenchanted with their current financial institutions. Many were aware of Frost, but were unsure what set Frost apart from their current bank.

3. Frost Bank is the oldest bank in the state of Texas and has been run by the same family since its beginning in 1868. It is governed by a core set of values which align with those of their fellow Texans. This is the shared DNA we tapped into.

4. Shared DNA. The Texas ethos is what has guided Frost Bank from Day One and is a code millions of Texans live their lives by.

Creative Execution
1. The solution was to get people asking questions about what their banks believe, what their banks value and whether they have common ground to build a relationship on, and then provide them, in no uncertain terms, Frost’s stand.

2. We started with print and web banners and outdoor. Each featuring a simple headline; My bank believes (blank). This got the conversation started. Consumers were left asking “what does my bank believe?” We followed with a simple booklet stating exactly where Frost stands and the values they operate by. All materials drove consumers to a microsite that featured Frost customers giving their impressions of what it is like to bank with Frost.

Results and Effectiveness
As of March 2011, over 1,200 customer stories had been submitted, with more than 900 posted on the site (the start date was August 2010).

62,368 unique visitors to the microsite recorded from June 2010-March 2011.