ATB FINANCIAL BRAND CAMPAIGN
Atypical testimonials.
ATB Financial’s existing ATB Listens platform left customers asking “Then what?” They wanted practical solutions based on their realities. Testing told us that humanity and empathy from a bank wasn’t believable, except from ATB. We evolved ATB listens to show why we listen.
15-second ads led a mass-media campaign. Each asset led to longer online videos that expanded on ATB’s role in the customer’s story. Improved monitoring and audience pooling was applied to message sequencing, delivering relevant content and offers to customers.
My favourite piece of the campaign.
The variety of stories, near 50 pre-Covid, increased brand affinity and recall, delivered on seasonal business objectives, and prevented ad fatigue. Story submissions increased. Businesses wanted to be featured. ATB staff felt inspiration and purpose.