Challenge
TPN was challenged to bring the new brand platform to life across Bank of America’s 5,000+ Retail branch network. INSIGHT Bank of America (BAC) launched a new brand positioning to align with Americans’ mindset: People trust each other, not institutions. The seasonal thematics continue to roll out, and results have been strong. Bank of America conducted Customer Intercepts to evaluate the new campaign, and found: Customers and Associates saw a noticeable, positive shift in the branch environment. Voice of Associate found Associates showed they felt a sense of pride, loved the large graphics, high-impact visuals and the emotive Digital Signage. Two-thirds of customers thought the posters/signs fit with Bank of America’s brand More than half of customers agreed signs/posters/displays in the bank “catch my” attention and made them want to read them.
Solution
Work cross-channel with all the integrated agency partners to ensure a cohesive omnichannel experience. A massive rebranding across all marketing vehicles is no small task, especially for an organisation as large as bank of america. Making a shift from product emphasis to a more customer driven focus was a seismic shift, and one that worked.
Results
Customers and Associates saw a noticeable, positive shift in the branch environment.
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