Submitted by: LGA
CHARLOTTE, N.C., April 5, 2010 – Luquire George Andrews (LGA), one of the Southeast region’s leading advertising, marketing and public relations firms, is launching an illuminating campaign for client BB&T Corporation, the nation’s 10th largest financial holding company with $165.8 billion in assets. The new campaign, “Shared Knowledge,” connects emotionally with people’s increased desire for knowledge and understanding to make the best financial decisions for themselves, their businesses and their families – encapsulated by the line, “Know how it feels to know more.”
“Research shows that consumers want to know more about everything from budgeting and saving to credit and investing so they can feel empowered in their own abilities to make good financial choices, especially in this current economic environment,” said Peggy Brookhouse, LGA president and partner. “This campaign was created to emphasize BB&T’s 138-year history of sharing the knowledge that helps clients move confidently in the right direction.”
Beginning Monday, April 5, the campaign will run in 33 markets along the East Coast, including Atlanta, Miami and Washington, D.C., and incorporates television and radio advertising. The advertising primarily will be weighted towards Alabama and Florida markets to coincide with the on-boarding of new clients to BB&T from the conversion of Colonial Bank, which was acquired in 2009.
Four, 30-second TV commercials illustrate BB&T’s personal approach by showing clients going the opposite direction of the crowd while walking through an airport, shopping in a mall, driving in a car or heading to work because of the peace and independence that comes with better knowledge and control of their finances. The 60-second radio commercials complement the campaign.
“The spots are a dramatic and relevant presentation of what it’s like to know more about your finances and where that can take you. They show how knowledge from BB&T can assist them in making informed decisions and provides them with an optimistic view of the future related to their finances,” said Steve Dunkley, LGA executive creative director.
The campaign is targeted to a cross section of BB&T’s client base as well as the bank’s service lines, including commercial banking, checking and savings, mortgage lending and general retail services.
“The intriguing visuals and story lines work on a level a bit deeper than the typical ad campaign because it’s reflective of not only the better financial path that BB&T clients are traveling, but also of BB&T’s history of independent thinking and sound principles, which has helped the bank emerge as one of the most respected in today’s economic environment,” said Marty Kelso, LGA associate creative director/copywriter.
