Life-Changing Decisions

Challenge

Create awareness of three new BB&T consumer credit cards, each targeting a different audience life stage. Position cards as “with you for the long run”.

Solution

A two-minute, award-winning brand film told the story of a couple’s life together and how the cards played a supporting role. The film fueled an integrated marketing campaign across digital, social, YouTube and display.

Results

• 65MM impressions
• 313k visits during first 90 days
• 56% increase in card applications from previous year
• 28% increase in cards fulfilled online from previous year

The Hero film

Social told the story 3 different ways
to 3 different audiences

When divided into thirds, the hero film became three wholly unique spots—each one offering a different value prop to a different target audience. And expanded content captured during the shoot supported a variety of messaging (from awareness to conversion) for the cards and the brand.