Regions Case Study
Some things are Bigger Than Banking
(La vida no se vive a trámites)
The CHALLENGES:
2017: Leverage existing footage and develop an original TV spot.
2018: Help launch the General Market’s new campaign “Some Things Are Bigger than Banking” with Hispanic consumers. Leverage the bank’s existing (but old) research, and infuse our own insights garnered from our team’s extensive experience in the financial industry.
Leverage existing GM “User Generated Content” and help identify new Hispanic UGC to create an original TV spot that aligned with the General Market campaign & strategy.2019: Align creatively and strategically with the General Market by co-producing TV spots with unique Hispanic situations, tweaking the copy slightly to align with the Hispanic consumer’s relationship to finances and Regions Bank in particular.
The Ask
Regions Bank needed to grow new account production in South Florida. Their general market messaging was not sufficiently reaching and connecting with Hispanic Spanish- dominant consumers. Regions’ brand awareness among Hispanics needed improvement and a call-to-action that will boost engagement with the bank and its basic services. The Hispanic campaign needed to align with the General Market platform Bigger- than-Banking.
Further, the campaign needed to establish Regions’ points of differentiation through its key communication pillars:
Personalized service (we’re here to speak face to face)
Partnership (we want to help you succeed and provide the tools)
Reputation (award winning service)
Hispanic Insights
Hispanic consumers relationships with banking institutions vary widely in terms of penetration of financial products and services. They mostly believe banking is a commodity and all banks are pretty much the same, so why even bother to change or shop around. (Low engagement)
The South Florida Hispanic market predominantly consists of Bicultural Hispanics, so it switches languages very easily. Living a dual world is the norm. They value quality and premium service without a premium price tag.
When it comes to Banking, they expect best-in-class financial products and services (technology) with the added value of a trusted relationship and humanized experience. Latinos don't usually greet with a handshake but rather a kiss or a hug. They are digitally connected, but some are reluctant to trust financial Institutions.
Hispanic Campaign
Adapt the concept of “Life is Bigger than Banking”, which we felt would resonate with Hispanic consumers, but put it in context. The language itself made no sense when translated to Spanish; neither Bigger (in this context) nor Banking are words that translate into Spanish.
So, how did we interpret BTB in Spanish?.
We knew that Hispanic consumers live their day at the fullest; they are in constant contact with friends, family, co- workers, even a stranger picking up a Cafecito or the laundry. No matter where or what, a Hispanic’s day is full of interactions. Those interactions, little as they may be, are important to their lives. They are not quick “transactions.” They are full moments.
We borrowed the word “Transactions” from banking lingo and let consumers know that Regions understands that the little moments are as precious as the big ones, and that in no way should managing your money get in the way of you enjoying those moments fully. Instead, we facilitate making those moments happen, more easily.
Porque la vida no se vive a trámites. Regions lo sabe.
Because life is not lived in transactions. Regions Knows it
The Solution
Resulted in three unique executions that leveraged General Market assets and, in the case of Stage 2 and 3, the General Market strategy with appropriate and insightful tweaks to make them more relevant to our Hispanic Consumer.
:60 and :30 (sec) Radio spots
:15, :10, :5 (sec) Added value billboard copy
:30 and :15 (sec) TV spots with Hispanic Heritage Month End Card.
The Results
According to ME November TV readout; the Felicidad spot was one of Regions Bank’s top performing spots ever.
RESONANT 75%+ | MOTIVATING 69%+ | IMPACTFUL 33%+
The charts below demonstrate the lift in new account generation for Regions Bank based on spot frequency for the months of October and November. However, it is important to note that the English Spots (BTB/Millennial, BTB/Gen X, BTB/Anthem) ran in about 22 markets while our (Hispanic Anthem) ran at most in 5, and was still able to generate a significant lift, making it consistently the second best- performing spot as far as new account generation, which to us is our main KPI.
