In a world filled with so much uncertainty, what makes someone unstoppable?
The Unstoppable Spirit campaign believes it’s understanding.
And it’s worth celebrating.
Objective
Reboot ‘always-on’ advertising following a pandemic pause to help retain key clients and grow new business.
Challenge
It was 2020, and many were hunkered down and holding their breath. First Horizon Bank and IBERIABANK had just announced a merger. Waiting for the other side of the pandemic wasn’t an option if the bank want to protect and grow the business.
Insight
The campaign initially focused on the theme pivot. What we uncovered was that pivot was the action of these individuals and businesses. Unstoppable was the mindset – and the real hero. These testimonials were going to be true ‘pick yourself up by the bootstraps’ Americana stories.
Solution
The solution was to celebrate the unstoppable spirit of First Horizon customers. The ones who didn’t view the pandemic as a breather. A time-out. An existential out-of-office. And with the help of the bank, they didn’t just reach the finish line – they went beyond it.
Meet Loti and Dale
Watch how Loti Woods and Dale Weiler’s conservation work on behalf of the underdog wildlife, especially the American red wolf, makes them Unstoppable.
Meet Dee Patel
Watch how Dee Patel cultivates opportunity and empowerment in her community, at work and at home.
Results
The advertising campaign was a success both internally and externally. It performed well with strong recall – demonstrating it was a message relevant to both clients and bankers as the realities of a lengthy pandemic set in. The inspiring theme resulted in strong performance for both media and brand metrics, including:
First Horizon searches up 83% with awareness campaign
New website visitors up 56.9%
76K website engagement actions and 10K digital banking enrollment starts
And 4% brand lift in key markets
Work provided by // Buntin Agency / Mindgruve Agency // Porchlight Productions / In-house Brand team