2011 Bronze Effie Winner “Huntington Bank Brand Re-launch”

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Increase ad awareness by 20%. 2. ... Creator of local jobs. ... including TV, OOH, Print, and Geo-targeted Digital Display ads leading to unique online campaign.

2011 Bronze Effie Winner

“Huntington Bank Brand Re-launch” Category: Yearly Topical Category: Recession Marketing Brand/Client: Huntington Bank Primary Agency: Arnold Worldwide Contributing Agencies: MPG

Strategic Challenge One might say that there isn‟t much of a greater challenge than to re-launch a brand in one of the worst financial times of our generation. Add to that challenge that the brand is a bank, which lives within the boundaries of the industry seen as most responsible for the economic hardship Americans are facing. Yes, the worst economy since the great depression faces us. Home foreclosures and unemployment have been and remain daily headlines. The role and involvement of banks in this crisis has been huge. Everybody hates banks, with good reason. Bad loans. Bad practices. Ridiculous salaries for leaders who have failed at their jobs and brought ruin to thousands upon thousands of families. Arrogance unchecked. Then, we the people have to bail these bums out! No wonder people are angry. Not surprisingly, the percentage of consumers who distrust their banks has skyrocketed going as high as 84%* for one national bank with others trailing not far behind. At the end of 2008 there were 252 U.S. banks on the FDIC‟s problem list, and at the end of 2009 there were 702 U.S. banks on the FDIC‟s problem list, and so far in 2010 103 U.S. banks have collapsed†. No place in the US has been hit harder in this crisis than the Midwest. People were feeling overwhelmed and uncertain about their ability to survive financially. Businesses, including banks, fled to better markets. Branches may have remained, but investment in the region did not. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Huntington is a Midwest bank, headquartered in Ohio. Our mission was to tell the story of what we stand for and how we help and continue to help the people of the Midwest. Our challenge was to reposition the brand in a way that would break through consumer fear, distrust and anger. Show the people, the businesses, our employees, investors, and corporations that we aren‟t going to abandon them or our community. That we share their values and commitment to this region. That this is where we reinvest. That we are the bank of the Midwest. And we are in this together. *The FinancialBrand.com, †FDIC

Objectives Our objectives were multi pronged: Brand Metrics (demonstrate the brand positioning is making an impact)

1. Increase ad awareness by 20% 2. Increase favorability by 20% 3. Increase consideration of the bank 20% Business Metrics (fuel household deposit growth to continue to increase the health of the bank)

4. Increase household accounts by 10% Re-investment in the community (if the bank is doing well, then it should help the community as promised, doing more to reverse the sluggish economy by adding jobs and increasing loans in the region.) While this was not a quantifiable objective, it was the heart and soul of the mission of the CEO and from which the positioning was developed. In this case, positive momentum is the objective.

The Big Idea No bank makes the kind of investment and impact in this region and only this region, like we do. Demonstrating that „you‟re committed‟ may not seem like a big idea under normal circumstances. But in the case of the worst financial crisis since the Depression and operating in the landscape of the most distrusted category since snake-oil, it‟s rather revolutionary. Through qualitative research, we found that people in the Midwest have been shell-shocked even more than other parts of the country. Loss of industry, loss of jobs, loss of home values and just as importantly, loss of identity. What once was America‟s heartland has become, in many areas, America‟s wasteland. People in the Midwest felt like they had their backs turned on them. They felt that way for good reason. Seemingly every bank and business lied to them. Telling them they were committed to the region but in actuality, at the first sign of trouble, they bailed. They took their golden parachutes or sold to CEOs located in New York, Dallas, or anyplace else. People who had no stake in the region. They took their jobs out of the Midwest and brought them to other states. Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Their call centers were now all located overseas. They foreclosed on people in a heartbeat. Completely abandoned whole communities. All this while collecting their fat bonuses. They were laughing all the way to the bank. Literally. No wonder the people left behind were angry. We saw an opportunity to differentiate. Given our roots as a Columbus, Ohio bank that has been around for more than 140 years, if we showed the people and businesses of the Midwest that we weren‟t like the carpet-baggers they had become familiar with, then we could potentially overcome the negativity associated with the banking industry. We knew that we had a compelling story to tell to these alienated people because our story was their story. Born in the Midwest. Shared values. Shared commitment to staying in the Midwest. Support of local business. Creator of local jobs. We felt if people could see this then they‟d realize that we weren‟t just another bank. We were unique. We were truly committed.

Bringing the Idea to Life Our tagline “Welcome” fell directly out of our response to our research and our challenge. Its tone is neighborly like the people of the Midwest. It‟s not slick marketing speak. It‟s how you treat a friend. It‟s also an invitation, and it allows us to fill in the obvious question, “What are we welcoming you too?” in different ways in each execution. Likewise, we ascribed a meaning to the logo. Once referred to derisively as a tire tread, we took that hexagon shape and used it as the foundation of a honeycomb. A honeycomb was the perfect symbol to illustrate a community that is strong because of its interdependence. The members of the hive work together for the good of everyone. We developed a fully-integrated creative campaign featuring both offline and online channels including TV, OOH, Print, and Geo-targeted Digital Display ads leading to unique online campaign destinations to drive our brand and proof points home. From owning the arrival stairway in the Columbus airport with Welcome messages, to street and billboard out of home to touch people wHere they commute and shop and placing a TV spot about how our call centers are all located in the Midwest during the NBC program “Outsourced”, each placement was chosen to deliver our message that we are different. We are Midwestern. We truly care about you because we are one of you. Welcome to a bank that is committed to the region. Welcome to the exception not the rule.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Communications Touch Points TV

Packaging

Retail Experience

Spots

Product Design

POP

Branded Content

Cinema

Video

Sponsorship

Interactive

In-Store Merchandizing

Product placement

Online Ads

Radio

Web site

Sales Promotion Retailtainment

Spots

Viral video

Merchandising

Video skins/bugs

Street Teams

Program/content

Social Networking Sites

Tagging

Podcasts

Wraps

Trade/Professional

Gaming

Buzz Marketing

Newspaper - print

Mobile Phone

Ambient Media

Newspaper - digital

Other

Print

Magazine - print

OOH

Guerrilla

Sampling/Trial Consumer Involvement

Magazine – digital

Airport

WOM

Print partnership

Transit

Consumer Generated

Direct

Billboard

Mail

Place Based

Email

Viral Other

Other

PR

Trade Shows

Events

Sponsorship

Additional Marketing Components: None.

Reach: Regional.

Total Media Expenditure: $5-10 Million.

Results On all metrics we more than exceeded our objectives far more than we ever predicted and faster than we expected. This was an incredible accomplishment for a new campaign in a tough climate. And in an industry that owned much of the blame for the crisis our country had been dealing with. It was a statement to us how doing the right thing and telling the story well really makes a difference. Again, our objectives were multipronged and we beat every one of them:

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Brand Metrics (demonstrate the brand positioning is making an impact) 1. Goal: Increase ad awareness by 20 % Result: We exceeded our goal by increasing ad awareness +43% Total Huntington Advertising Awareness 35% 30% 25% 20% 15% 10% 5% 0%

+43% 30% April-May

21%

Jun-Aug

Overall

(Source: Harris Tracking Study 9/15/10) 2. Goal: Increase favorability by 20% Result: We exceed our goal to increase favorability. Favorability in the bank increased +131% .

Favorability %

Huntington TV Awareness

40% 35% 30% 25% 20% 15% 10% 5% 0%

+131 %

37% Not Ad Aware Ad Aware

16%

Favorability

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

(Source: Harris Tracking Study 9/15/10) 3. Goal: Increase consideration of the bank by 20% Result: We significantly exceeded our goal by increasing consideration (from those who saw the ads) from 12% to 27%-- a jump of 125% Huntington TV Awareness

Consideration %

30% 25%

+125%

Not Ad Aware Ad Aware

27%

20% 15% 10%

12%

5% 0% Consideration

(Source: Harris Tracking Study 9/15/10) Business Metrics (fuel household deposit growth to continue to increase the health of the bank) 4. Goal: Increase household accounts by 10% Result: In just a few months, we more than exceeded our HH account growth. From May (pre-brand launch) to August 2010, post-campaign launch, DDA household accounts increased 25,558 to 42,047, an increase of 65%

Net Sum of Consumer DDA Households

Household Consumer Accounts 50,000

+65%

40,000

42,047

30,000 20,000

25,558

34,656

30,830

10,000 0 May-10

Jun-10

Jul-10

Aug-10

Month

(Source: Huntington Bank Monthly Sales Reports, September 2010) Re-investment in the community (if the bank is doing well, then it should help the community as promised, doing more to reverse the sluggish economy by adding jobs and increasing loans in the region. Goal: While this was not a quantifiable objective, it was the heart and soul of the mission of the CEO and from which the positioning was developed. In this case, positive momentum is the objective. Reinvesting in the regions is both the positioning and the result of the positioning working.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

Results: Huntington Bank named # 1 SBA lender in loan volume and dollar amount in 4 out of the 6 regions it serves: Ohio, Michigan, West Virginia and Western Pennsylvania. This represents 322 more loans, for a total of $71.7MM in 2010 vs. 2009. Source: US Small Business Administration Huntington Bank was ranked the fifth most active in total number of loans in the nation (quite an accomplishment as a regional bank) with 1,312 loans in fiscal year ending September 30th 2010. Source: US Small Business Administration Will add 500 new jobs with their new Giant Eagle partnership in Ohio. Source: Huntington Press Release, September 2010 Added 150 Small Business Bankers in the Midwest Region. Source: Huntington Press Release, August 2010 Committed $7.7MM in senior housing expansion in Toledo as part of a 3-year $100MM commitment, impacting 2600 families in the region. Source: Huntington Press Release, September 2010 Entered a partnership with the State of Ohio that generates $465MM in loans to more than 2,000 businesses as part of a $1B loan commitment. Source: Huntington Press Release, May 2010 Raised more than $1MM and had 1000 riders from Huntington Bank for the Pelotonia Race to benefit the James Cancer Hospital. Source: Huntington Press Release, August 2010

Anything else going on that might have helped drive results? While the category we were in was an obstacle to overcome, the thing that did help drive results (and one to which we all can agree is important) is our client believed and lived the positioning. The campaign had to increase interest and drive results, which it did, but they delivered on the promise.

Effie® Awards 116 E. 27 St., 6th Floor, New York, NY 10016 Tel: 212-687-3280 Fax: 212-557-9242 th

2011: The information available through effie.org is the property of the Effie Awards and is protected by copyright and other intellectual property laws. This brief may be displayed, reformatted and printed for your personal use only. By using this site, you agree not to reproduce, retransmit, distribute, sell, publicly display, publish or broadcast the information to anyone without the prior written consent of the Effie Awards.

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