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Challenge

TPN was challenged to bring the new brand platform to life across Bank of America’s 5,000+ Retail branch network.

Insight

Bank of America (BAC) launched a new brand positioning to align with Americans’ mindset: People trust each other, not institutions.

Solution

Work cross-channel with all the integrated agency partners to ensure a cohesive omnichannel experience.

Results

Customers and Associates saw a noticeable, positive shift in the branch environment.

A massive rebranding across all marketing vehicles is no small task, especially for an organisation as large as Bank of America. Making a shift from product emphasis to a more customer driven focus was a seismic shift, and one that worked.

The seasonal thematics continue to roll out, and results have been strong. Bank of America conducted Customer Intercepts to evaluate the new campaign, and found:

  • Customers and Associates saw a  noticeable, positive shift in the  branch environment.
  • Voice of Associate found Associates  showed they felt a sense of pride, loved  the large graphics, high-impact visuals  and the emotive Digital Signage.
  • Two-thirds of customers thought  the posters/signs fit with Bank of  America’s brand
  • More than half of customers  agreed signs/posters/displays in  the bank “catch my” attention  and made them want to read them.