The Science

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Challenge

Most banks preach financial wellness and claim to have all the answers, so we needed to prove KeyBank was more than “just talk.” This would require branding them as a bank offering real solutions for real people. To accomplish this, we generated a consumer-centric campaign shifting financial wellness from concept to reality.

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Solution

Our recommended campaign first focused on proving KeyBank wasn’t offering generic solutions; they truly wanted to know their customers on a personal level. Young parents, small business owners, millennials have distinct goals and experiences. KeyBank appreciated those differences and would provide specific tools addressing individual desires through “Financial Wellness for You.” Secondly, KeyBank would provide customers practical tools and regular updates on their progress. To gain attention, we amplified the idea of being in this together by designing emotionally impactful moments. On the journey to financial wellness, there is no finish line. But there are exhilarating milestones. And we intend to celebrate them all. These are Red Key Moments. The Red Key symbolized KeyBank as a true partner offering immediate and measurable improvement in their customers’ financial outlook.