ATB FINANCIAL BRAND CAMPAIGN
Atypical testimonials.
When I joined the in-house creative team as ACD (later CD) of ATB Financial, the existing ATB Listens platform was emotional and inspiring, but didn’t inspire banking.
Customers weren’t interested in apps, products and features; they wanted practical solutions based on their realities. Testing told us that humanity and empathy from a bank wasn’t believable, but it was from ATB.
We evolved ATB listens to show why we listen—it’s how we help make every customer’s ‘why’ possible.
Our customers shared their realities, their ambitions, their experiences. And maybe a bit about their banking. Albertans understood ATB was different and what we could do for them.
15-second TV and online ads led a mass-media campaign. Improved monitoring and audience pooling was applied to message sequencing. Albertans engaging with this brand campaign were delivered relevant content and conversion offers.
Each asset led to longer online videos that expanded on ATB’s role in the customer’s story.
Every customer experience had to be authentic and repeatable; no above-and-beyond moments or “bank of last resort“ stories. Every story had to show practical and/or emotional value.
Each story offered opportunities for further extensions. Subject matter experts, content marketers and social media teams were consulted ahead of each shoot, and joined on location when possible.
The campaign was more integrated and far-reaching than any ATB campaign prior. This is why evolved ATB’s marketing, and how internal teams collaborated.
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.