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.
Philosophy
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.