SapientNitro North America, Boston Follow Update

  • 131 Dartmouth Street 3rd Floor
  • Boston, MA 02116
  • United States
  • Phone: (+1) (617) 621 0200
  • Fax: (+1) (617) 621 1300

Regions Bank - "Pregnancy Test" - SapientNitro North America

  • Pregnancy Test
  • Regions Bank
  • Regions Financial Corporation
  • SapientNitro North America
  • United States
  • Green Light
Product CategoryBanking, Finance, Law & Insurance
Media TypeInteractive
Length30 Seconds
Executive Creative Director Bill Pauls
Executive Creative Director John McHale
Creative Director Reed Coss
Associate Creative Director Steve Laing
Account Director Gloria Samayoa
Account Director Chanel Abislaiman
Agency Producer Monica Alameda
Agency Producer Jose Acosta
Editor Javier Urquiza
Worldwide Chief Creative Officer Gaston Legorburu
North American Chief Creative Officer Gary Koepke
Senior Copywriter Peter Wagoner
Strategy David Jacobson

Story

Regions enjoys good brand awareness among potential customers. However, research showed that customers were somewhat ambivalent about switching to Regions because they did not have a clear differentiating and relevant reason to consider the brand. The research uncovered insights that showed that banks were definitely still a necessary evil. They needed to earn consumers' trust, but more importantly they needed to show how the bank fit into their lives in a relevant and contextual manner. To speak to these audiences in an entertaining, relevant and engaging way, we created an online video series that highlighted the tools, offered by Regions, that helped them do what they needed to do, financially. By showing a humorous situation, via a fly-on-the-wall view, we speak clearly and definitively to our younger target audience, inviting them into the conversation. 

Concept

The research uncovered insights that showed that banks were definitely still a necessary evil. They needed to earn consumers’ trust, which they were starting to earn back. But more importantly they needed to show how the bank fit into their lives in a relevant and contextual manner. People wanted to get on with their lives and not have the bank get in their way. The bank needed to enable and simplify financial transactions and provide advice and guidance, but most importantly they wanted peace of mind to do what was most important to them. This resulted in the strategic approach of - “When you have financial confidence, you have the green light to focus on what's really important in life.” 

To engage the younger audiences that were strategically important, we needed to reach them in channels and environments in which they spent their time such as online. But also by looking at online in a way that they interacted –not as a passive media like TV, but as a participatory experience in which they wanted to engage and interact. As a result we looked at “interactive online video” as a way to reach and engage them in ways that they desired. 

Problem

Regions enjoyed good brand awareness among potential customers. However, consideration was not as high. Research showed that customers were somewhat ambivalent about switching to Regions because they did not have a clear differentiating and relevant reason to consider the brand. 

Result

To speak to these audiences in their language in an entertaining, relevant and engaging way, we created an online video series with interactive features that highlighted the tools, offered by Regions, that helped them do what they needed to do, financially. By showing a humorous situation, via a fly-on-the-wall view, we speak clearly and definitively to our younger target audience, inviting them into the conversation. They can see themselves in a similar situation and once engaged can demonstrate how they can make their lives easier and more financially efficient, while enabling them to get on with the things that matter most to them.