Following nine years of strategic acquisitions and a digital transformation that is redefining its interaction with clients, the time was right for BB&T to undertake its first true brand campaign since 2009.
But first, LGA and BB&T conducted a comprehensive brand study to understand the changing needs of banking customers and further define BB&T’s unique position in the market. The research indicated consumers want a relationship focused on their needs, a finding that aligned directly with BB&Ts long-time commitment to superior customer service.
The study led to a new brand platform for the nation’s 11th-largest bank, captured in a new tagline – “All We See Is You” – that crystalizes BB&T’s sole focus on its clients’ financial goals no matter the distractions.
“Our research clearly showed consumers want a relationship completely focused on their financial wants and needs,” said LGA President Peggy Brookhouse. “This lines up perfectly with BB&T’s long-time, relationship-based approach to client service. This ad campaign highlights that, while everyone has different financial priorities and needs, BB&T’s singular focus is uniquely positioned to meet clients right where they are.”
LGA developed two TV spots to kick off the campaign.
The anthem spot, “Attention,” showcases the significance attention can have in our everyday lives. The spot depicts authentic, slice-of-life images including a mother showering attention on her baby and the awkward attention a public birthday serenade may bring. While attention can be good or bad, the spot shows how the right attention can lead to the best outcomes, like the undivided attention BB&T provides its clients.
The second TV spot, “Birthday Party,” follows a couple preparing to celebrate an important milestone in their lives – a birthday party. They meticulously prepare for the big moment – assembling decorations, picking out the cake and hanging balloons – as BB&T’s brand is described: “At BB&T, we see things differently. Our one-and-only focus is you. And working with you so you can live your best financial life.” The spot’s surprise ending illustrates how everyone has their own priorities and reinforces BB&T’s commitment to helping each client achieve their own unique wants, needs, hopes and desires.
The ads will run throughout the remainder of 2017 in nine key TV markets and on digital platforms throughout BB&T’s footprint. The campaign is already garnering considerable attention for the brand, including coverage in such publications as Advertising Age, the Winston-Salem Journal and the Triad Business Journal.