Truist
CHALLENGE
Partner with Truist (borne from the merger of BB&T and SunTrust) to activate its purpose: “to inspire lives and build better communities” while communicating with customers as they face COVID-19’s devastating financial implications.
SOLUTION
Our team helped launch the “Truist Cares“ initiative to support the needs of communities, clients and teammates in response to the pandemic. We promoted Truist’s partnership with United Way to create and celebrate unity. Our national campaign, Main Street Sam showcased the ways Truist is helping local businesses overcome financial challenges to make a comeback. And we created and launched a first-ever NFL sponsorship for Truist, entitled “Believe in Potential,” announcing Truist as an official retail bank of the NFL.
Are You Ready?
We created a film to help BB&T and SunTrust unveil their new combined company name “Truist” to the world.
Truist Cares
This TV campaign demonstrates corporate purpose in the time of coronavirus. The pandemic was affecting millions of people, and having a devastating impact on communities across the nation. Truist reminded us all that this crisis is an opportunity to make an indelible mark with human support, empathy, and purpose.
Live United
We celebrated the partnership between Truist and United Way through a national TV spot to spark hope and optimism for the future. We crystallized it all through the words of the first youth poet laureate Amanda Gorman: “United We Win.” The work is a reminder that anything is possible when communities unite.
Main Street Sam
A dog named Sam takes the starring role in our national campaign, which seeked to remind Americans of how vital small businesses are to the economy, and the integral role Truist plays in empowering them to thrive.
Ignite Potential
In the spirit of the holidays, we partnered with Truist to help people #ignitepotential this season by discovering moments of positivity, hope, and joy that inspire us to be our best selves.
WE EVEN DEVELOPED AN AR EXPERIENCE FOR THE HOLIDAY SEASON
Believe in Possible -
NFL Sponsorship
As part of Truist's and NFL’s longstanding partnership with Visa, Truist is now an official retail bank of the NFL.
StrawberryFrog launched a national campaign to showcase how the two organizations are united in their mission to create positive change and help communities achieve better.
Honoring Two Heroes
We were proud to partner with Truist to run full-page salutes to civil rights leaders, John Lewis and CT Vivian across the country.
RESULTS
Brand Awareness:
At the end of Q2 2020, Truist has achieved 1% national unaided awareness, and over 2% in their key footprint (after existing for only 6 months). 6% of consumers in the footprint already connect Truist with 'We stand for better' which is the Brand Promise.
Live United
The hero video (ad), got an astonishing 86.5% video completion rate online. On broadcast television we generated 258.1MM TV paid impressions and drove 73,717 users to the UWW page for further engagement.
Main Street Sam
After two months, overall delivery achieved 324.9MM impressions exceeding the campaign goal of 306MM at 106%. Digital Video is outperforming the completion rate benchmark by 13%. High Impact Display units are beat CTR benchmarks by 4.6x.