Born to care

Challenge

Fuel an integrated campaign with a brand story that brings to life the idea that Truist teammates go beyond day-to-day banking and care deeply about their clients and communities.

Thought starter: What would it look like if you were “born to care”?

Solution

A brand film about Lianne Wang, a Truist teammate that volunteered to rappel off of a 14-story building to raise money for homelessness, despite a great fear of heights. The multi-channel story sought to answer one key question: What would compel someone to do this for their community?

The film, photography and storylines were versioned and published across dozens of channels and audiences: Internal and external, paid and organic.

The hero film | 4 min

Three versions of the hero film were cut: 2min, 4min and 8min. Audience testing revealed all three were well received, but the 4min version conveyed the brand message the best.

The story starts in social

We concepted :15 and :30 versions that teased the story, in 9×16, 1×1 and 16×9 orientations.

15 sec 16×9 for Social

15 sec 9×16 for Social

Digital experience

Promotional assets drove our audience to a hero landing page that told an extended story, enticed people to get involved, and connected them to down-funnel thought leadership about financial well-being.

Note: Above image is a cropped version. Full page available upon request.

Distribution and channels

The story was versioned across the brand ecosystem to serve different needs and audiences.

– How-to’s and tips from Lianne appeared in thought leadership content and an email program
– A corporate communications story showed the impact of living your purpose
– A condensed story on the intranet peaked employee interest and engagement
– The Paid media campaign was fueled with Social, Display and Rich media
– Retail screens in bank branches and interactive “purpose wall” in the corporate office ran different formats and orientations of the film
– Executive leadership shared the story as an example of teammate leadership and living out your purpose