We’re so proud to share that our team took home the award for “Best Integrated Campaign” at the 2021 American Marketing Association Max Awards (AMAs), honoring work done for Grady Britton client First Interstate Bank.
As we’re all too painfully aware, 2020 required more from every one of us. That was no different for our client, First Interstate Bank (FIB). As we approached the new campaign together, we knew FIB had to be more nimble and more flexible, all while calming bank members’ growing financial uncertainty. As a community-oriented bank, they are fully committed to the well-being of their employees, clients and the communities they represent. Our creative had to demonstrate that. And keep pace with ongoing, sweeping changes caused by the pandemic.
Because of this, we knew we had to put forth our most nimble and best integrated campaign strategy, strategically designing three campaign phases that evolved along with community members' changing lives – matching the emotion of each moment.
Phase 1 - In the early days of the pandemic (remember those?), uncertainty and fear grew exponentially every day. Financial well-being was a big concern as jobs halted with little to no warning. Our first message was to affirm to FIB banking clients that their financial partner was with them through it all. That stability had to be acknowledged in real-time.
Creative messaging included: 2 videos, 2 radio spots, 8+ targeted digital display ads, 4+ out-of-home, including localized messaging, and 3 print ads.
Phase 2 - As communities began to adapt to the pandemic, the bank had to as well. Honesty and transparency became a priority, and the new role of the bank was not about selling products or services, but about recognizing the small changes toward “a new normal” that were happening every day. The evolution to the #20secondsready campaign showcased this spirit through real-life examples of people’s perseverance.
Creative messaging was a largely digital/social driven campaign with 1 campaign landing page design, 2 videos, 5 paid social ads, 2 targeted digital display ads and 1 radio spot.
Phase 3 - Communities began to settle into a new way of life, and with that, we helped FIB show their commitment and optimism to getting through it, together. “Bring on the Day” highlights this spirit and determination.
Creative messaging included: 1 video, 4+ targeted digital display ads, 9 paid social ads, 8 out-of-home including localized messaging, 1 radio spot and 8 print ads.
We’re beyond proud of our partnership with FIB any given day, but especially during the pandemic as the brand committed itself to responding in real-time to the evolving needs of their communities. Along with the strong creative, our work together achieved substantial year-over-year engagement, particularly in digital. That channel improved average click-through rate by 86% compared to 2019, while spending 16% less budget in the digital media channel, helping us win the "Best Integrated Campaign."
As life continues its path of unpredictability into 2021, we look forward to working with FIB to maintain relevance and relationships with the diverse communities they serve.